Getting into the Real World of the Shopper: Using Eye Tracking in a Multi Modal Research Approach
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 of SKUs, the altered consumer also plays a role....