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What can I learn?
✔ How shoppers navigate the store
✔ What attracts attention in-store
✔ When shoppers make decisions and why
✔ Which competitors a consumer considers
✔ Which visual elements are ignored
Shopper research
Providing a seamless shopping experience
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.
Uncovering the moments that influence purchase
Eye tracking reveals the subtle shifts in attention and decision-making that shape how shoppers navigate, evaluate, and choose in real-world retail environments.
- 76%
of purchase decisions are made in-store
or on the spot, yet shopper attention
is rarely measured. - 68%
of marketing spend is wasted on
content that doesn’t get noticed. - 62%
of shopper insights rely on recall-based
surveys, which can be biased or incomplete.
Benefits of eye tracking
Eye tracking reveals what truly captures shopper attention, helping brands optimize layouts, packaging, and messaging to influence buying decisions more effectively.
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What can I do?
✔ Optimize the shopping experience
✔ Make important visual elements more attractive
✔ Redesign distracting visual elements
✔ Reimagine the shopping flow
✔ Understand sales data on a deeper level
✔ Increase conversion and basket size
Our products and services for shopper research
See more. Sell more.
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.
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Tobii Insight
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.
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Trusted by the top companies and brands
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“
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
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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
Uncover the insights of consumer behavior
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“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.
Examining buyer behavior in a car showroom for Toyota
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The search for ‘why?
Your guide to understanding consumer behavior with eye tracking
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.
Access hidden data
Much of a consumer’s motivation while shopping is implicit and can’t be reliably tracked without attention data. While traditional research data exposes only the tip of the iceberg, attention data uncovers what lies below the surface.
Watch the video to learn more.
Contact us
Our team are experienced in applying technology and research expertise for effective shopper insight studies.
Let’s talk about how your study might look.