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Eye Tracking Study Reveals Different Shopping Styles

5/22/2014

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Eye tracking technology has evolved to the point that even different types of shopping styles have now been identified.

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:

1. Spontaneous
2. Task Relevant
3. Preoccupied
4. Manipulative

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.

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    Howard Rose

    Author and commentarist on package design and package testing issues

    Jerry Johnson

    CEO of Nimbus Online, Inc. and frequent contributor on topics of shopper insights, package testing

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