Eye Tracking for Shelf Testing with Automated Analysis

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IDG used SMI’s Automated Semantic Gaze Mapping for mobile eye tracking to test shelf display of a new product.

Challenge

In summer 2016, IDG was tested a new product to learn how much attention it would attract in a proposed shelf display. Almost five meters of shelving was involved in the study for which areas of interest (AOIs) were marked for every stock keeping unit.

This set-up allowed IDG to test their client’s new product against its other lines and against those of its competitors. The challenge was to then efficiently analyze the hundreds of hours of study recordings.

Solution

IDG used SMI’s Automated Semantic Gaze Mapping to analyze those study recordings with great success. It is now doing the job of IDG’s team of analysts who were previously occupied for a week or more manually mapping single participants’ gaze videos onto the target shelf.

With ASGM, IDG follow-up requests from clients were also easy to manage, since with ASGM, additional AOIs can be added after the fact without the need for repeat coding.

SMI Eye Tracking

Used with SMI Eye Tracking Glasses, ASGM is the solution for volume studies such as this. AS IDG CEO and Co-founder Colin Valdiserri concluded: "Ultimately, you’ve taken the most time consuming part of mobile eye-tracking out of the equation. Analysis with ASGM makes a huge difference for us."

Benefit

ASGM saved IDG time and money, simplified workflow, reduced mistakes and made it better able to adapt to the changing needs of clients. IDG found ASGM delivered quality data and returned overnight studies that would previously have taken a week to conclude.

It also found that by reducing the number of people in the chain the number of errors reduced. Fewer people involved means less chance of miscommunication.

Background

American shopper research firm Informed Decisions Group (IDG) has conducted its own research which found that the correlation between shoppers’ recall of what they thought they saw in a retail environment and, what they actually looked at, was only .096. In short, shopper recall is not a proxy for visual attention measurement which is why IDG conducts its shelf studies with SMI Eye Tracking Glasses (ETG).

The glasses are used by participants who must complete set tasks, such as searching for a consumer product on a row of shelves. The resulting gaze videos from these studies have in the past been manually mapped onto the target shelf over a week or more – a time consuming task.

Benefit

ASGM saved IDG time and money, simplified workflow, reduced mistakes and made it better able to adapt to the changing needs of clients. IDG found ASGM delivered quality data and returned overnight studies that would previously have taken a week to conclude.

It also found that by reducing the number of people in the chain the number of errors reduced. Fewer people involved means less chance of miscommunication.

Customer institution Informed Decisions Group (IDG)
Customer website www.idg-consulting.com