Seeing What The Shopper or Consumer Sees

1
Seeing What The Shopper (or Consumer) Sees

• Why eyetracking? . . .
• . . . And how to do it.

2
Menu

• Why eyetracking?
• Vision science in a nutshell
• Applications/Case Studies
• Seeing them see dueling cameras
• The eye as the scout navigation
• The eye as a scanner up-close focus
• About field/laboratory operations
• Execution and analysis TNS only

3
Reading the Shoppers Mind?

• Linguistic
• Conversation Freudian insight
• Questions quantitative interviews
• Observation
• Overt behavior
• Eye movement
• The eyes are the windows of the soul

4
Vision Science in a Nutshell

• 90 of all information coming into the brain is
  from the eyes! (http//wisdom.usc.edu/inspiring/re
  source/sensor/HumanBrain.htm)
• It takes about one second for a scene to register
  in the brain, although the eye flits (saccades)
  across the component features much more rapidly.
  (http//en.wikipedia.org/wiki/Eye_movement)
• There may be a difference between what the viewer
  is paying attention to, and the gaze point, where
  the eye is focused. (http//www.blackwell-synergy
  .com/doi/abs/10.1111/j.1460-9568.2007.05824.x)
• When navigating a store, the eyes point, and
  then the head turns, and then the feet and body
  follow.
• For further reading Andrew T. Duchowski, Eye
  Tracking Methodology, Theory and Practice,
  Springer Verlag London Limited 2003)

5
Applications/Case StudiesSeeing them see
dueling cameras

• Shopalongs and other interviews
• Insert photos of
• What the shopper sees
• The interviewer observing them (together)
• Hyperlinked to streaming video of technique.

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Applications/Case Studies The eye as the scout
navigation

• How the shopper moves around the store
• What their eyes see that leads them on their
  journey
• What they visit, shop and purchase, and the time
  taken.

7
Applications/Case StudiesThe eye as a scanner
up-close focus

• Minimal shopper movement
• Maximal attention to detail of the display.

8
Execution and analysis TNS only

• EyeCam PathTracker
• Provide a floor-plan of the store