• 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?

Shopper research answers these questions. We can either work with your existing shopper research agency, or we can conduct the full study ourselves.


Types of shopper studies

Live shopper 

  • 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).


Methods

Eyetracking

Eye Tracking is a neuromarketing tool which provides valuable insights into how people view and interpret visual stimuli. It helps us to better measure a consumer’s preference, as the verbal response given to the question; “Do you like this product?” may not always be the true answer due to cognitive bias.

Eye tracking allows us to explore unconscious reactions during the shopping experience. It reveals in an objective way what really attracts consumers’ attention and eliminates errors that may occur when relying on human recall. As such, it provides a complement to conventional research methods.

Eye tracking provides hard metrics on:

  • Eye gaze, using heat maps (what was, and was not, looked at?)
  • Eye gaze, using gaze plots (what was the gaze sequence and viewing pattern?)
  • Area-specific analysis (what are the detailed metrics of various areas of interest?)

We can help with your shopper research