Measuring attention and interest in a product on the shelf is one of the main objectives of a marketing professional.
- How do our eyes move when we enter an environment full of stimuli like a supermarket?
- How much do habitual brands count in our preferences and how can a new product overcome the barrier of habit?
- How does a visual stimulus transform into purchasing behavior?
The use and diffusion of neuromarketing to evaluate the effectiveness of the shopping experience have allowed for convincing answers to many crucial questions concerning new products, packaging, planograms, in-store activities and shopper marketing.
Behavioral psychology, consumer marketing and market research are today converging on integrated analysis methods and on a much higher level of understanding than traditional disciplines were able to provide until a few years ago.
Although still far from a total prediction, the experimental approach illustrated in “The eyes of the consumer”, based on the use of eye tracking technology applied to large-scale quantitative studies, returns a very effective evaluation system of purchasing behavior already in operation in several countries including Italy.
Carlo Oldrini, Vice President Marketing of Ipsos in Italy, published the text in 2018.
Lorena Delvino, Marketing Analysis Solutions Manager of SR Labs, curated chapter 9.
HERE, an excerpt of the text.
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