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

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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
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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

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