It can be difficult to understand why shoppers make certain decisions in-store, especially without understanding consumer attention. By exploring the attention patterns of your consumers while they shop, we empower you to make design decisions that enhance the customer journey and increase conversion.
Eye tracking reveals the subtle shifts in attention and decision-making that shape how shoppers navigate, evaluate, and choose in real-world retail environments.
of purchase decisions are made in-store
or on the spot, yet shopper attention
is rarely measured.
of marketing spend is wasted on
content that doesn’t get noticed.
of shopper insights rely on recall-based
surveys, which can be biased or incomplete.
Shopper research is the process of understanding how consumers behave in a shopping environment, whether in‑store or online. Unlike traditional surveys that rely on memory, methods like eye tracking capture real shopper behavior, showing what people notice, engage with, and act on in the moment decisions are made.
Watch the demo video to learn more.
Eye tracking reveals what truly captures shopper attention, helping brands optimize layouts, packaging, and messaging to influence buying decisions more effectively.
Retail analytics
Go beyond surface‑level sales data to uncover deeper insights into retail performance and shopper behavior.
Shelf impact & packaging
Use collected data to improve shelf visibility and package design by revealing what attracts shopper attention and which visual elements are ignored in‑store.
Store layouts & navigation
Eye tracking data reveals how shoppers navigate your store, helping you optimize the in‑store experience and improve shopper journeys.
Path-to-Purchase
Optimize the path‑to‑purchase to increase conversion rates and grow basket size using data‑driven shopper insights.
Consumer Decision Tree
Eye tracking reveals how shoppers make decisions, which choices matter most, and why certain product attributes drive purchase decisions.
While traditional methods are still common, eye tracking shows what shoppers actually notice and how they make decisions in the moment.
Relies on shopper recall after the experience.
Uses setups that don’t reflect real behavior.
Hard to know what shoppers actually notice.
Infers decisions without direct observation.
Findings come after the study ends.
Difficult to scale in‑depth observation.
Measures exactly what shoppers look at, for how long, and in what order.
Captures behavior in real stores and aisles, not simulated environments.
Shows which products, prices, and messages attract, or miss attention.
Reveals how shoppers compare options, navigate shelves, and make choices.
Enables quicker iteration on packaging, layout, and messaging.
Collects rich behavioral data across more shoppers without interrupting the experience.
Eye tracking lets you see through your consumers’ eyes, offering a unique perspective into what encourages them to convert. Use these insights to optimize the path to purchase, and make sure the product they purchase is yours.
Our wearable eye trackers enhance shopper research by capturing real-time gaze data in natural retail environments, revealing exactly what draws attention, what’s ignored, and how decisions unfold.
Our research consultancy service has the tools and resources to help you conduct a shopper research study and capture authentic data on the behavior of your consumers in real life environments. We offer a swift turnaround from insights to impact, acting as an agile research partner for every phase of the process. This is an ideal option for those hoping to conduct in-store studies and assess the impact of their retail design.
Eye tracking as an implicit research method is just unique. With footage from the recordings, we can show brands and retailers the real customer experience and give them evidence if their measures perform or not.
Florian Reinhard
SENIOR RESEARCH MANAGER AT GIM RESEARCH
Tobii provides the best-in-class eye tracker for laptops. We evaluated several screen-based eye trackers for NielsenIQ BASES and quickly reached a conclusion that Tobii is distinctly better in terms of accuracy, compact size, and easy-to-setup and integrate with our software.
Using eye tracking gives you the opportunity to look through the consumer’s eyes, so instead of only listening to an opinion we now see the analysis.
Jeroen van der Kallen
Customer Insight and Innovation Manager Europe, Unilever
Eye tracking as an implicit research method is just unique. With footage from the recordings, we can show brands and retailers the real customer experience and give them evidence if their measures perform or not.
Florian Reinhard
SENIOR RESEARCH MANAGER AT GIM RESEARCH
Using eye tracking gives you the opportunity to look through the consumer’s eyes, so instead of only listening to an opinion we now see the analysis.
Jeroen van der Kallen
Customer Insight and Innovation Manager Europe, Unilever
“In this an all-or-nothing high-stakes sales environment, it is critical that automotive marketers understand which features influence shoppers to buy and how the showroom can be optimized to make them commit. Through eye tracking, we objectively determined what registered with potential buyers, both young and old.
How to better understand and influence the path-to-purchase
How you can improve ROI at every stage - whether it’s attracting attention, streamlining shopper reasoning, or influencing decision-making.
The ways you can stay ahead in the ever-changing, competitive world of retail...and much more.
Our team are experienced in applying technology and research expertise for effective shopper insight studies.
Let’s talk about how your study might look.
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