The basis of this methodology is the recording of a real shopping activity in the shop. Our researcher does not participate in the action therefore the shopper is able to do the shopping according to his own usual routine so we can investigate the whole process afterwards during an interview-situation in a credible way. We can detect the shopper’s route in the shop, the eye-movements and way of the attention.
The methodology is excellent for investigating the following fields:
- patterns of shopper perception and behaviour, attention driver factors
- shopper POS decision making process, influencing factors, screening criteria
- perception of product portfolio, product and brand segmentation
- efficiency of POS creatives, promotion tools
- shop „usage” – shoppers’ routes in the shop
- „usage” of shelves – eg. how much time does the shopper spend with looking at the shelf
- efficiency of primary and secondary placement
- role of price tag, how do shoppers use it
- interaction with shop assistants and promotion hostesses