Biofeedback and Eye-tracking
The emotional and cognitive experience in store
Rosario Stingo & Francesco Gallucci
Abstract
The search for Experience is a well-known socio-cultural trend. Emotions and feelings play a main role in our life and as a consequence, emotional marketing gains more and more importance in the challenge of new communication ideas, but emotional marketing is useless if we don’t give voice to emotions.
From the Retailer point of view, Shopping experience ensures both emotional and cognitive feelings as well as Brand experience. It’s key to understand how both manufacturers and retailers could improve this experience in order to move the shopping trip from a “must-do” activity to a “It’s a pleasure doing it there”.
From a methodological standpoint, we can’t rely on verbal methodologies to analyze emotive and cognitive feelings. Our new-to-the-world approach grounds on Biofeedback and Eyetracking to track emotions and cognitions starting from neuro-physiological parameters to be able to identify, at any time, shoppers state of mind of course with non-invasive and safe devices.
This means to be able to face similar challenges:
- Draw an “emotional map” of the store to identify “cold” and “hot” areas
- Evaluate Anxiety/Orientation effort levels in order to improve shoppers routings and reduce their stress level during the shopping trip
- Identify the key In-store touch points which determine changes in shopper emotive/cognitive state
In the presented case, “Acqua e Sapone in store reinvention”, all this knowledge resulted in a state-of-the-art category reinvention with proven improved shopping experience.
Rosario Stingo
Procter & Gamble, Italy
After a previous experience in Accenture Consulting, he is responsible in P&G for Business Development in Consumer & Market Knowledge: his role is to identify strategic opportunities for Customers and build Shopper Based projects to achieve business disproportionate growth. As broader responsibilities in Business Development he is National Account Manager for the Italian leader Discount and led several successful Shopper Marketing activities with major Retailers.
Francesco Gallucci
1to1lab, Italy
An emotional marketing company with offices in Milan and Boston. He had previous experiences in Databank, AC Nielsen, IRI Information Resources.
He has conducted research on retailing, category management, shopping experience, advertising, studies with nonverbal methodologies. He currently is Associate Professor of Marketing in Milan University “Politecnico” with frequent collaborations with M.I.T. (Boston).