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Measure how shoppers make decisions with Eye Tracking
More accurate than traditional research: each fixation is classified
Improve your shelf layout based on customers’ unconscious choices
"Very nice to see how this eye tracking research works. Impressed how well it is arranged and what team you have there."
Classical market research into consumer decision trees attempts to dissect the structure and choice factors of a category by consciously questioning them. However, this completely ignores the emotional and intuitive aspects of choices that are made in front of a shelf.
Neuromarketing research investigates the shelf and choice process by using eye tracking to map exactly how every choice is made.
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.
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:
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.
Unravel Research takes a well-tried approach so you can foresee reliable results and a fast timeline. This enables us to offer unparalleled project lead times of 10 working days.
In the first week, the products, the choice factors that will be measured and the desired target group of respondents are determined in consultation with the customer. A test panel is then recruited and the respondent instruction will be prepared.
During the days of field work, 30 respondents (per sub-target group) visit the physical store. Here they are fitted with the Eye Tracker, after which they are allowed to make several purchases in the concerned category. The research environment is comfortable and realistic so we guarantee the most natural data possible.
The data of each respondent is processed from fixation to fixation into a database containing all fixations and comparisons. In this way we can perform numerous analyzes investigating the dominance and order of choice factors, as well as cluster analyzes of which factors are often used collectively.
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).
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.