Shopper research using Eye Tracking and Shopper Tracer enables you to gain deeper insights into shopper behaviour and describes how different target groups’ behaviour varies in real-world retail environments.
It provides a dynamic understanding of how shoppers navigate through the aisles of a store during authentic shopper journeys, and reveals what really attracts their attention at the point of purchase. Researchers can also gather detailed information about what visual elements shoppers actually notice, what elements they use at different stages of the decision making process, and how they interact with products on the shelf.
Eye Tracking has become a key method to test the usability of websites and software. It provides researchers and practitioners with indisputable objectivity along with convincing data, describing user behaviour and usability issues. Eye Tracking is also used to study user interaction with mobile devices and physical products. Eye Tracking data combined with verbal reports from the test participant provides a detailed and holistic view of usability. Eye Tracking is the only research method that objectively reveals what is viewed, prior to and during the user interaction with different elements on the website/mobile application.
TV advertisers already know what commercial or program consumers are watching and when they channel surf. But they do not know what viewers see or at what point their attention begins to drift. Eye Tracking can show how different elements in a TV commercial draw or drop viewers’ visual attention.
Eye Tracking permits detailed refinement of an ad prior to money being spent on the development and implementation. Additionally Eye Tracking can be used to measure how viewer perception and behaviour evolve during the campaign period. Eye Tracking offers a unique way of determining whether TV viewers engage in a game or actually look at brands - complementing traditional efficiency measurements assimilated from a mix of visibility and audiences.