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The improvements in mobile eye-tracking technology have opened up a huge array of research potential. Seeing the customer journey, store, or online interaction in real-time through the shoppers’ eyes gives us priceless information as to how best position, interrupt and converse with a consumer. No longer do we have to rely on the flawed approach of asking shoppers to recall their behaviours, we can simply measure them, in real-time and in real situations.
Add to that the advances in mobile GSR (Galvanic Skin Response) allowing us measure a consumer or shoppers level of engagement, excitement or stress, and you have a powerful insight to behaviour. Traditionally biometric research was lab based as the equipment was large and cumbersome. Today a shopper wears light weight glasses and a small wireless GSR reader on their wrist like a fitness tracker. From that we can see their journey, their exact point of gaze in-store or on screen, measure their heartrate and monitor their engagement and excitement. It’s all very James Bond.