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One of the most important questions in retail research is how a shopper makes choices when standing in front of a shelf. Which product features are considered the most important in the selection process? And what does this imply for the most effective shelf layout?
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In-store Eye Tracking
Neuromarketing research into shelf choices takes place in a real shop. Customers are fitted with mobile Eye Tracking glasses, after which they can make purchases in the concerned category according to their preference.
Unravel works with Tobii Glasses 3 Eye Tracking glasses. These are known as the golden standard for in-store eye tracking research. They are accurate, lightweight and indistinguishable from normal glasses for fellow customers. This way, we ensure an extremely realistic selection process.
From raw Eye Tracking data to choice factors
Based on the raw data, we can classify each fixation and product comparison. Based on this, we gain insight into the most dominant choice factors, as well as the position of this factor within the choice process (sooner or later). You gain insight into the role of factors such as:
- Taste
- Color
- Brand
- Size
- Packaging type
- Product name
- Claims
- Health information
- Promotions
- etc
Each factor is displayed in a choice grid. On the y-axis, we show dominance (% of customers using this choice factor) and on the x-axis timing (early or late in the choice process). This grid offers a solid basis for shelf layout: it is often effective to divide the shelf based on factors that many people use early in the selection process.
Or discuss the possibilities with Tim, our Lead Consultant
View availability and schedule an online appointment
Or discuss the possibilities with Tim, our Lead Consultant
View availability and schedule an online appointment
Output Example
Below you will find an example of the output of in-store neuromarketing research into shelf and choice processes. The data provides a complete overview of shelf factors (left), hypothesis tests (middle) and a heat map of the shelf (right).
Or discuss the possibilities with Tim, our Lead Consultant
View availability and schedule an online appointment
Frequently Asked Questions
Yes, it is possible to conduct an in-store survey with different target groups, so that you can measure differences between these groups. It is necessary to increase the sample size in order to make a fair comparison. We recommend using 30 respondents per sub-target group.
Just like classic research into customer decision trees, this neuromarketing approach aims to understand even the most important choice factors within a category. This helps to slim down shelves and thus achieve higher sales. Unlike classic CDT research, eye tracking is able to reveal the intuitive and unconscious choice factors that are leading in the customer's choice process.
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