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Measure which shelf layout is the most brain-friendly
Measured with Eye Tracking (ease of search) and EEG (workload and purchase activation)
10 days lead time
"Very nice to see how this eye tracking research works. Impressed how well it is arranged and what team you have there."
We are not aware of most of our shelf intuitions, yet they influence how our eyes navigate through the shelf and how we expect the spatial arrangement of the products. These expectations cannot be questioned by traditional market research such as surveys and interviews, because it can only capture a small number of conscious expectations.
Neuromarketing research on the shelf directly measures how the shopper handles a shelf. Eye Tracking data can reveal search intuition and the speed with which the target product can be found. EEG also provides insights into the cognitive workload and buying activation in the brain.
In a Neuro Shelf Test, we test the effectiveness of multiple shelf layouts. For each variant, we also test two characteristic forms of shelf interaction:
This allows us to measure the performance of targeted and free searches for each shelf variant. The optimal shelf layout scores are high on both forms of interaction.
With Eye Tracking and EEG we gain insight into crucial factors that reveal a lot about the effectiveness of a shelf layout:
Neuro shelf tests are possible by employing 2D shelf presentations on a screen or a completely 3D-developed retail environment in Unravel's Virtual Reality Supermarket.
Unravel carries out the neuromarketing shelf and choice research according to a proven approach so that you benefit from a fast timeline. This enables us to offer unparalleled project lead times of 10 working days.
In the first week, it is determined in consultation with the client which shelf hypotheses will be tested and which stimuli are necessary. The client provides stimuli (2D images). Based on these criteria a test panel will be recruited and the research will be prepared.
During the days of fieldwork, 20-30 respondents visit the living room lab in Utrecht. Here, they are fitted with the Eye Tracker and EEG equipment, after which they are allowed to make free and targeted choices for each shelf variant.
For each shelf, we calculate the neuro performance metrics (viewing time, viewing ratio, workload and purchase activation), subdivided into free and targeted search.
Below you will find an example output of a shelf test. The data is converted into conclusions about ease of search (left), purchase activation (centre) and visual heatmaps of attention (right).
In the simplest research design, we test two shelves, making it an A/B test. However, we often test different hypotheses, so that we gain as much knowledge as possible from a single study in order to optimize the category.