Rethinking received wisdom in shopper marketing

Eye level is buy level, or is it? Dr Tim Holmes used eye-tracking technology to bust a few shopper marketing myths.

Marketers tend to accept oft-cited nostrums without stopping to question their provenance. In shopper marketing, for example, the notion that “eye level is buy level” is commonplace – and it makes a kind of intuitive sense. But in the real world the picture is rather more complex, as Dr Tim Holmes, of Tobii Pro, explained at Marketing Week Live (London, March 2018).

He used eye-tracking technology to research the real world with real shoppers – using their own money to do their own shopping, 205 people shopping a total of 44 categories – and reported that three aspects of received...

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