|Author(s): Christian Scheier, Steffen Egner, Gisa Steffens
Collection: Retailing/Category Management 2003
Keywords: Market Research Online Communities (MROC)
|PDF version (download)|
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This presentation provides a new method for measuring attention of consumers at the point-of-sale (POS). This patent-pending method - AttentionTracking - is based on the recent finding that human visual attention can be measured by means of rapid pointing movements.
The approach is illustrated with a case study. In this study, the goal was to improve shelf impact, visibility and notice of current and newly designed packages in the shelf.
A total of 400 participants were tested. Results show that attention has a strong influence on branding and purchase intention. Applications of the method in category management are discussed.