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...