Shelf Research - What the Consumer Really Sees!
We can help you to carry out shelf research, using eyetracking. We deploy eyetracking in-store and combine it with qualitative in-depth interviews. As a result, you gain the following insights:
- The best location for the product
- How consumers value the product
- How consumers experience the product
- The shelf impact of the product
- Whether the products invites the consumer to buy it
Depending on your research objective, we can also compare old and new shelves to understand which shelf layout generates the most profit.
Design of the research
Usually shelf research is conducted with around 50 respondents who participate in the eyetracking phase. Out of those 50, we aim to invite 8 respondents to participate in an additional qualitative study that lasts around 30 minutes. These in-depth interviews enable us to better understand how consumers view the shelf, at what moment the packaging receives the most attention, and how the shelf and the packaging are experienced. The definitive research method is determined together with the client, as all our research is tailor-made.
The field work takes place in-store or at our own research studios in Amsterdam, where we rebuild or project a shelf. The interviews, both eyetracking and the qualitative part, can be followed via close video system or a one-way mirror.
What the consumer sees
When consumers stand in front of your shelf, you wonder: what do they see? Eyetracking can be used to measure the behaviour of consumers and make it more transparent, giving market research a new dimension. Thanks to the actual size shelves and qualitative in-depth interviews, the differences between actual and claimed behaviour become visible and thus, understandable.
How does it work?
We build or project shelves at their actual size and use eyetracking to give insights into when a consumer sees a product and how quickly it stands out to them. Eyetracking is a technique that registers and analyses eye movements and fixations. These eye movements are recorded with the help of an infrared camera. As a result, eyetracking makes it possible to measure when the consumer’s attention is grabbed by something and gives real time insight into which part of a product, design or shelf, the consumer focuses on.
What does it offer you?
With heat maps and gaze plots, eyetracking gives precise insights into changes in the consumer’s focus and vision. Additional film material is also available to our clients, while the qualitative results provide you with more specific explanations of their behaviour. In short, this research allows you to better understand your shelf impact and the reasons behind it.
Would you like to know more about shelf research? Please reach out to us.