Biofeedback and eye-tracking - the emotional and cognitive experience in store

Rosario Stingo and Francesco Gallucci

This paper provides key learnings of 'Parentesi', the project led by P&G Italy and 'Acqua e Sapone', the Italian drug specialist leader.

Biofeedback and eye-tracking – the emotional and cognitive experience in store

Rosario StingoProcter & Gamble, Italy

Francesco Gallucci1to1lab, Italy

OVERVIEW

This paper provides key learnings of “Parentesi”, the project led by P&G Italy and “Acqua e Sapone”, the Italian drug specialist leader. The project aimed to design and to implement a new in store layout, leveraging on several in store retail mix variables, including categories layout, shelf layout and assortment and in store communication. The project assessment has been provided through two technologies able to track and evaluate emotional and cognitive experience in store: Biofeedback and Eye...

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