The use and diffusion of neuromarketing<\/strong> 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.<\/p>\n Behavioral psychology, consumer marketing and market research <\/strong>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.<\/p>\n Although still far from a total prediction, the experimental approach<\/strong> illustrated in “The eyes of the consumer”, based on the use of eye tracking technology applied to large-scale quantitative studies<\/strong>, returns a very effective evaluation system of purchasing behavior already in operation in several countries including Italy.<\/p>\n Carlo Oldrini<\/strong>, Vice President Marketing of Ipsos in Italy, published the text in 2018. <\/em><\/p>\n Lorena Delvino<\/strong>, Marketing Analysis Solutions Manager of SR Labs, curated chapter 9.<\/p>\n<\/div>