What we do

• Why behavioural research?
• Shopper filming
• Eye tracking
• In-store observations
• Intercepts
• Qualitative
• Pathtracker
• Worldpanel

Eye tracking

Eye movements are constant, extremely rapid and beyond our conscious control. When attention is engaged by a visual stimulus, the eye rests very briefly on it. This is called a ‘fixation’ and is likely to be between 50 and 500 milliseconds in duration.

During eye tracking, an Eyemark Recorder is worn on a shopper’s head. It contains a small camera which films what the shopper can see. Unlike inferior equipment, it also projects an infra-red beam onto the retina to track the shopper’s eye movements and fixations.

All this information is digitally recorded. Painstaking study of the footage, frame by frame, reveals where the wearer was looking at all times and precisely what, within that, attracted attention.

Eye tracking is used by TNS Magasin to establish the individual visual cues used in in-store decision making. It provides quantitative measures of the elements used in the search and selection process. Supported by specialist interviews, it reveals the key factors in shopper decision making, both conscious and subconscious.