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

For years we tried to get a hold on the shopper decision tree by traditional quantitative and qualitative research techniques using verbal measures (U&A, diary method, in shop observations, etc…).

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

Wim Hamaekers

Ludovic Depoortere


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....

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