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Measure navigation, attention and emotion throughout the shopping trip
Equipped with Eye Tracking and (optional) EEG
Discover concrete points for improvement for the customer journey
"We have already done several studies with Unravel. All studies went smoothly. After each study, we received a short and concise report with recommendations that we were able to put into practice immediately."
For a long time, it was not possible to conduct neuromarketing research outside of the lab. Thanks to the technical progress in the comfort and wireless possibilities of Eye Tracking and EEG equipment, this is one of the possibilities at Unravel. The lab comes to your shop, which makes the measurement more realistic than ever.
In-store neuromarketing studies take place in a real store, including the presence of fellow customers. This way we ensure a shopping process that is as realistic as possible.
Respondent-shoppers will be fitted with the Eye Tracker and (optional) EEG in advance. After the equipment is properly calibrated, the shopper enters the store. Brain activity and viewing patterns are comfortably measured while shopping. We measure to the millisecond what the shopper is looking at, as well as how the brain fluctuates in effort and desire.
While traditional shopper research with questionnaires, interviews and focus groups is unable to capture the intuitive and emotional side of the shopping trip, neuromarketing research allows us to measure the actual shopping experience. And that without interrupting the trip even once.
The shopper shops exactly as in reality, with the only difference that our Eye Tracker and EEG equipment carefully charts every development in attention, emotion and effort.
Each in-store research is unique. Unravel Research therefore follows a proven approach to translate your research question into a matching design and purchase assignment. The average turnaround time for an in-store eye tracking study is two weeks.
In the first week, the scope of the project is determined in consultation with the client. Which parts of the shopping trip do we want to map out, and which purchase assignment fits in optimally with this? Unravel takes an active advisory role in this, because a well-thought-out purchase assignment is crucial to be able to measure the realistic shopping experience.
During the field work days, 15-30 respondents visit the store location. The number of respondents depends on the nature of the research question. The respondents will be fitted with the Eye Tracker and optionally the EEG here, after which they go through the briefing with a purchase assignment. Then they go shopping – exactly like a regular shopping trip.
Because each shopping trip is self-contained and must be analyzed on an individual level, data analysis is a labor-intensive affair. We process the data into practical insights about the behavior and experience of the shopper, as well as quantitative performance metrics per department or moment in the shopping trip.
Below you will find an example of in-store neuromarketing research. The output provides qualitative insights into the customer journey and possible improvements (left) on the one hand, and quantitative data broken down by department (middle) or trip moment (right) on the other.
shopping trips tested
A suitable respondent assignment is crucial to ensure a realistic shopping experience. The respondent assignment can be goal-oriented (fulfilling a specific purchase objective) or more open (where the customer visits shopping areas and makes purchases according to his own preference). In many cases, the purchase order is a combination of both.
Unravel agrees the respondent assignment together with the client in advance. This is aimed at a shopping trip that is as realistic as possible on the one hand, and on the other that the customer actually ends up in the departments or choices that are central to the research question.