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...