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Wednesday, 02 December 2015

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Eyes wide open


In our view, the main limitation with GSR [galvanic skin response] is that, while industry insiders may find their own categories fascinating, shoppers themselves are pretty bored by most of them. In so many FMCG categories there is little or no shopper involvement as shoppers' purchases are habituated: much the same week in, week out. So they know where the relevant displays are situated and the on-shelf locations of the SKUs they normally buy. This means there is insufficient difference in emotional arousal between these categories. We use eye tracking and EEG, combined with respiration, heart rate, temperature and head motion measurements, to capture shoppers’ emotional and cognitive responses. By gaining insight into responses to the visual stimuli that the shopper actually looks at, as well as prefrontal cortex responses, we can gauge the relative roles of emotion and cognition at each and every stage of the shopping journey. The role of memory - implicit and explicit - is also key to understanding why shoppers buy and we are working with fMRI techniques to understand more about the role of memory in store.

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3:08 pm