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Providing a seamless shopping experience
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.

Shopping for guitars - Decision making

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

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.

See more. Sell more.

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. Our team of experts will help guide your study so you can focus on the insights.

Tobii Insight

Trusted by leading 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

Florian Reinhard
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.

Karthik

NIQ BASES

Tobii helped us combine eye tracking with interviews, giving us insightful data that we could not get elsewhere.

Jessica Zander

Key Account Manager, Customer Department, HL Display Sweden

Jessica Zander
The search for ‘why?

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.

Uncover the insights of consumer behavior

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.