Kantar Retail and SMI partner on eye-tracking VR shopping technology

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.