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Eye Tracking

       
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    About Eye Tracking


    Shopper research answers the following questions:
    - Where do people look when they walk around a shopping environment?
    - Do they look at the POS (Point of Sales)? Which POS captures the most attention?
    - How does a shopper's gaze move around a shelf?
    - Which packaging captures their attention first?
    - What parts of packaging are used in the decision making process?
    We can either work with your existing shopper research agency, or we can conduct the full study ourselves.
    We conductLive shopper studiesShelf testingPack testingMedia and advertising
    MethodEyetracking
    Deliverables and resultsHeat mapsGaze plotsArea-specific analysisEye tracking videos, live viewing and retrospective interviews
    Eyetracking equipmentTobii T60, T120, T60XLTobii TX300Tobii X60 and X120Tobii GlassesTobii X1 Light


    We conduct 4 types of shopper studies

    Live shopper studies
    - How a shopper navigates and the in-store journey
    - Attention and actions at the point of sale
    - Insight into context and influences in everyday environments
    These studies typically involve smaller samples of 5-15 per cell. As a deliverable we provide videos and a multimedia report with heat maps, gaze trails and insights that bring the research to life.



    Shelf testing
    - Visibility of your product
    - Insight into shopper reactions and comparisons
    - Decision making behaviour
    - Viewing behaviour based on demographics
    - Detailed eye gaze journey (first, second, last, etc.)
    These tests can be conducted in real world environments or in a lab and typically involve samples of 30 per cell. As a deliverable we provide videos and a multimedia report with heat maps, gaze trails and insights that are backed up with quantifiable shopper behaviour.



    Pack testing
    - What aspects of a product’s packaging attract attention (and what is missed)
    - Preferences to message & logo sizes
    - Attractive or confusing elements
    - Viewing behaviour based on demographics
    - Detailed eye gaze journey (first, second, last, etc.)
    These tests can be conducted in real world environments or in-lab and typically involve samples of 30 per cell. As a deliverable we provide videos and a multimedia report with heat maps, gaze trails and insights that are backed up with quantifiable shopper behaviour.



    Media and advertising
    - The impact of your materials
    - What attracts attention/what is missed
    - Shoppers' preferences to message and branding
    Sample size and location depend on the materials being tested. As a deliverable, we identify optimised media and advertising opportunities within a multimedia report, video samples, gaze trails, heat maps and “bee swarm” videos (bee swarms are applicable to movies or moving images).


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