Decoding Impulse: How an innovative approach to in-store research revolutionised Revlon's understanding of cosmetics shoppers

This case study describes how Revlon, the cosmetics company, used an innovative approach to revolutionise its understanding of the UK cosmetics shopper.

Decoding Impulse: How an innovative approach to in-store research revolutionised Revlon's understanding of cosmetics shoppers

Annett Pecher and Nicola RossEmotional Logic and Revlon International

Summary

The challenge with researching in-store behaviour is that up to 90% of the information processing shoppers go through in this environment happens on a subconscious level. Subconscious factors are difficult or impossible to measure with traditional market research techniques. Revlon and Emotional Logic applied their respective expertise to shape a truly ground breaking project which was to revolutionise our understanding of the UK cosmetics shopper.

This unique approach combined eye tracking, biopsychology (heart rate...

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