NEWS21 September 2016
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Insight & Strategy
Impact magazine is a quarterly publication for MRS members. You can access Impact content on this website.
US — Kantar Retail and SensoMotoric Instruments (SMI) have partnered to create a virtual shopping experience that provides shopper data in a controlled environment.
The approach uses the Samsung Gear VR head-mounted display, modified with SMI’s eye tracking platform, to give real-time information about a shopper’s visual attention in a virtual store.
The immersive eye tracking offers insight on how consumers react to signage, displays, products and packaging. This information can then be used to optimise marketing campaigns, product launches, category reviews and merchandising solutions.
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