Press Point of sale

Case Study "Market Research"

The market research institute IFAK and the publishing company Burda conducted a study on buying decisions at the press POS. SMI HED mobile eye tracking revealed patterns of orientation and differences in consumer behavior depending on the structure and form of presentation at the POS.

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Challenge

To improve the effectiveness of magazine placement at the press POS, publishing companies seek to find out more about magazine buying behavior. The present study compared consumer behavior at structured and unstructured press racks. The challenge was to measure the unconscious facets of the buying process.

Solution

The study was conducted with SMI mobile eye tracking technology in order to record eye movements and reveal patterns of orientation at the press POS. The eye tracking data was used to evaluate differences in consumer behavior depending on the structure and form of presentation.

CONCLUSION

Magazine buyers mainly fixate on the heading of familiar titles for orientation. Labeling at  structured racks is used by most consumers and speeds up the process of identifying a certain segment of magazines. However, orientation at the press POS depends on more factors of presentation, especially on a  stringent logical order of magazine segments and individual titles.

Benefit

The search patterns visualized by SMI eye tracking technology reveal  the influence of different press POS structures on magazine selection. Based on these results, recommendations for effective consumer guidance at the press POS were developed.

SMI Eye tracking

The SMI mobile headmounted eye tracking device is a flexible, easy to use system which makes it easy to compare patterns of eye movements and to reveal unconscious factors of buying decisions at the POS.

With the analysis and visualization options of SMI BeGaze 2 software, gaze data can be assigned to certain segments at the POS in order  to measure order and focus of consumer attention.

 

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