Getting into the real world of the shopper
Using eye tracking in a multi-mode research approach

List of publications
Visual Description
Visual Description

Author(s): Wim Hamaekers, Ludovic Depoortere
Collection: Congress 2010 - The changing face of market research
Keywords: Purchase Intent, Eye Tracking

ESOMAR Best Paper Award 2010/2011
ESOMAR Congress 2010 Award Winner - Best Case History
ESOMAR Congress 2010 Award Nominee - Best Paper Overall
PDF version (download)
Display prices in :
EUR 15.00
Members: EUR 0.00

For years we tried to get a hold on the shopper decision tree by traditional quantitative and qualitative research techniques using verbal measures (U&A, diary method, in shop observations, etc…). Nevertheless, the proliferation of SKU’s turns the shop into a real jungle of visual stimuli where consumers, more than ever, take decisions intuitively driven by emotions and their memory based equity in a split second. The only way to get hold on this unconscious process is using objective measures in combination with quantitative and qualitative research. In this paper, the auhors will guide the audience through the sense pack model in an interactive way based on case studies: Sara Lee – Douwe Egberts, Heinz, Henkel and Alpro Soya.




Date of publication: 15.09.2010
ISBN: 92-831-0244-4
Order Code: 53343_25
Number of pages: 28

Shopping basket

Your basket is empty

Are you a member?

Log in to obtain special member prices or to download publications for free.

 Sign in  Send me my password


Not a member? Read more about membership benefits
For marketer strategists and intelligence providers worldwide, our publications represent the leading edge thinking in marketing, advertising, media and market research.

This publications service offers the opportunity to view and purchase the complete range of ESOMAR reports, books and individual papers.

For further information about publications contact ESOMAR Publications Services:
publications@esomar.org