Getting into the Real World of the Shopper: Using Eye Tracking in a Multi Modal Research Approach

Rogil's innovative Sens-Pack model combines eye tracking with verbal quantitative and qualitative research techniques which enables the prediction of the success of your packaging or category management.

Getting into the Real World of the Shopper: Using Eye Tracking in a Multi Modal Research Approach

Wim Hamaekers and Ludovic DepoortereRogil Marketing & Sensory research, Belgium

INTRODUCTION: HOW SHOPPING EVOLVED TO AN ALMOST PURELY INTUITIVE PROCESS, IMPACTING SHOPPER RESEARCH

Proliferation of SKUs and Enhanced Shopper Stress

Never before has a consumer had so much choice. Notwithstanding consumers’ love of choice and variety, the alternatives considered come with a certain amount of choice stress. The average number of SKUs which a consumer becomes confronted with in a given Belgian store is quickly 20,000 items. Alongside the oversupply...

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