Eye Tracking for Shopper Research

Background image

Shopper researchers used SMI Eye Tracking Glasses to assess how shoppers are swayed by in-store promotions and packaging as they choose supermarket items.

Challenge

The primary goal of the project was to reveal consumers’ general shopping behavior within the ketchup section in the Tesco Eden store in Prague.

Main questions were: What do the consumers register and what do they overlook? How do they orientate themselves in the store? Which factors influence their buying decisions?

Solution

With SMI Eye Tracking Glasses 2.0 and the mobile smartphone recorder Constat analyzed an undisturbed, realistic shopping experience.

The eye tracker registered the gaze trails of consumers and a scene video recorded the general shopping paths in the store. Pattern of visual behavior were revealed by mapping eye tracking data of several respondents on the target shelf in the ketchup section.

SMI Eye Tracking

In this study, SMI Eye Tracking Glasses 2.0 with 60Hz eye tracking sampling rate and a mobile smartphone recorder were used to register the eye movements and to record the scene view of the respondents.

SMI BeGaze analysis software and SMI Semantic Gaze Mapping technology were used to map visual behavior of multiple respondents on the target shelves. This revealed general pattern of attention and brand preferences.

Benefit

Mobile eye tracking accurately revealed consumers’ attention pattern and the specific information that was perceived or ignored.

Based on the results of this study, Constat developed concepts to optimize the design and placement of the Spak ketchup products. The goal is to test these concepts in future research.

Background

Constat Research, a Czech market research company, used SMI Eye Tracking Glasses 2.0 with a Samsung Galaxy smartphone recorder to study general shopping behavior of consumers choosing a ketchup in a Tesco supermarket in Prague.

The ultimate goal was to optimize the design and display of the Spak products within that category.

Benefit

Mobile eye tracking accurately revealed consumers’ attention pattern and the specific information that was perceived or ignored.

Based on the results of this study, Constat developed concepts to optimize the design and placement of the Spak ketchup products. The goal is to test these concepts in future research.

Customer institution Constat Research
Customer name Jakub Caspar
Customer website www.constat.cz