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...