Eye Tracking the Virtual Shopper Journey

Background image

X-Ingredient combines EEG, Eye Tracking and real -time consumer behaviour in immersive settings to assess virtual shopper journeys.

Challenge

How do researchers assess the effect of instore campaigns on the buying decisions of a consumer? How do consumers interact with merchandising displays and package design before being compelled to buy?

Solution

The Virtual Shopper Journey tool allows shoppers to stroll through a virtual simulation of a supermarket just wearing a VR headset. The interactive VR platform uses the Oculus Rift DK2 HMD with a unique and proven SMI Eye Tracking upgrade to capture the eye movements of shoppers moving in the virtual space.

Simultaneously, brain activity of the consumers is measured with an Emotiv EEG. For a pilot study, 120 participants were confronted with different instore promotions for a unknown brand while completing the Virtual Shopper Journey.

SMI Eye Tracking

SMI Eye Tracking solutions for virtual market research help evaluate communication concepts and product designs quickly and cost efficiently at an early stage of the development process.

Benefit

Observing behavior in a virtual POS environment, combined with eye tracking and EEG data, reveals the subconscious aspects of decision-making.

The simulated space can easily be adjusted to efficiently compare several conditions of instore campaigns, routings and shelf placements.

Background

X-INGREDIENT, an advertising agency for brand activation, partnered with Buyer Brain neuroscience researchers to approach the shopper research market from another point of view: a virtual one.

Why the VR approach? Whenever products are tested in the real-world, changes to the design of packages or brand campaigns are costly and timeconsuming. At the same time, more than 85 % of the consumers’ purchase decisions happen on a non-conscious level.

Therefore, researchers seek to enhance traditional research methods with a broad range of physiological data to reveal the underlying cognitive processes and the emotions that influence consumer behavior. This is where the Virtual Shopper Journey starts …

Benefit

Observing behavior in a virtual POS environment, combined with eye tracking and EEG data, reveals the subconscious aspects of decision-making.

The simulated space can easily be adjusted to efficiently compare several conditions of instore campaigns, routings and shelf placements.

Customer institution X-Ingredient
Customer name Peter Colee
Customer website www.x-ingredient.nl
Website virtual shopper journey www.virtualshopperjourney.com