The eye track gaze of respondents in a recent study was submitted to sequential pattern analysis; the same type of computer analysis done to map the human genome or in a fictional sense to populate Jurassic Park. This analysis revealed at least four (4) different gaze trails that corresponded with different shopping styles:
2. Task Relevant
Initial findings have shown that these styles impact which stimuli are more effective leading to the possibility of coordinating multiple stimuli within the same aisle to achieve maximum impact on sales. The results were made possible because of the capture of continuous eye gaze data within an interactive VR shopping environment that was controlled by the respondent.