Editors Note: This article was originally published in the Wise Marketer on Thursday January 28, 2016.
Surprise! Shoppers do not select the best product options based on their merits alone. The buying process is quite haphazard; some products receive careful consideration, others are tossed into the basket seemingly with little thought, others are not seen at all. Just what does this behavior mean for marketers? In this guest article, Eye Faster CEO Kirk Hendrickson reveals one of the newest tools marketers have for understanding how shoppers behave.
With new portable head-sets, eye tracking studies can be conducted in real retail stores, alone or combined with biometric measurements or questionnaires. The technique generates a tremendous amount of data, but the art of eye tracking requires the knowledge to interpret the results and an understanding of how to apply them to marketing efforts.
After years of performing eye tracking studies, we’ve developed some best practices to improve the understanding of shopper behavior and enable brands to finesse their shopper marketing activity.
Read the rest on the Wise Marketer.