The case of Eyetracking
Transcript of The case of Eyetracking
Niche Consulting firm based in Canterbury, UK
Focus in the Retail Industry with a specialization in FMCGs and Groceries
Areas of expertise: Commercial skills training, Standardization of Operation Procedures (for retail firms), Consumer-Shopper Insights at the Point of Purchase
UVP: Deliver results that would not have been achieved within the prospect by itself
1980’s: SAS CEO Jan Carlzon
Walmart’s founder Sam Walton
2005: P&G,
2011: Google
The Moment of truth- Value to keep the customer
Ten foot rule
The customer’s experience with the product
1. In-store or online2. Purchase a product and use it3. Customer feedback
4. Zero Moment of Truth : A customer researching a product online before purchasing it when something happens in the customer’s life
The 70% is not a universal truth(shoppers, categories,stores)
Shopper behavior can change from aisle to aisle
It oversimplifies Purchase decisions (Where to shop, When to shop, Whether to shop)
Path to purchase isn’t a direct route
Multiple influencers like family – social groups
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The understanding of shopper behaviour has been gained using a range of data sources
Filming
Discreet cameras installed to unobtrusively observe true shopper behaviour
Eye Tracking
High Tech Camera which records exact point where shoppers are looking
Questionnaire
PathTracker
RFID technology used to anonymously track over 150’000 shopping trips in a pilot supermarket store
Store or Aisle Exit interviews conducted face to face
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What is Eye Tracking?
Eye Tracking utilises specialist technology to track the cornea of the human eye, thus recording exactly what the eye is looking at (fixating on)Respondents are recruited and calibrated to shop whilst wearing the Eyetracking glassesThe output includes a recording of fixations (what has been looked at) focusing on what specific element(s) have been looked at.A fixation is defined as a minimum of 0.12 seconds. It is academically proven that at this point, the brain is able to register a piece of information.
Centre of cross hair is where the
eye is fixatingInfrared beam projected into cornea of eye
Shopper undertakes a
normal shopping trip
◼ Humans will deselect 99% of all visual stimuli at any one point in time
◼ The brain is continually discarding information, which means it is very challenging to
gain cut through
◼ Eye Tracking will identify exactly what is being looked at
◼ Visual stimuli may not always be recalled exactly, but that does not mean that it has
not been looked at and processed sub-consciously
◼ Including a qualitative interview in conjunction with Eye Tracking allows us to see what
has cut through both consciously and sub-consciously.
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Benefits of Eye tracking
◼The eyemark recorder captures the eye trace for every
respondent in real time
◼Each time the eye rests in the same position (e.g. on a
promotion) for a minimum of 0.12 seconds a fixation is
recorded
◼For each fixation, the coding team will note down:
1. The section of the fixture where this occurs
2. The name of the product/POS item
◼ It takes several hours to process an individual respondent
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How KL Eye Tracking code footage
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Cold/Pre Recruit shoppers
◼ Recruit shoppers that purchase into the chosen category in the specified stores
◼ Exact sample to be recruited to be agreed in conjunction with client
Setting up the equipment
◼ Calibrate shoppers with the eyetracking equipment – 5 minute process
In-Store Task
◼ Task respondents to shop a non related category first to acclimatise to the eye tracking equipment
◼ Shoppers then tasked to shop the category as they would normally
Post depth discussion
◼ Probe in more detail on what influences choice – thinking about their mood and mindset, experience of brands,
influencing factors in the decision process
Eye tracking Footage Analysis
◼ Analyse top level fixations to an SKU level at the fixture, including POS at the fixture and on approach to the
category
Approach to Category – shopper’s flow
First fixation in the Category – in the aisle
Time in the aisle
Time at the fixture
First product pick up and first select
44% 44%
12%
1%
0% - 25% 25% - 50% 50% - 75% 75% +
% o
f selli
ng lo
cations
vis
ited o
n a
trip
York
Although a fair proportion of shoppers claim
to cover a large proportion of the store ...
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Only 1% of shoppers cover 75% or more of the selling locations ...
How much of the store do you cover on an average shopping trip?
24% claim to browse the whole store
1% cover 75% +
Average % of Selling locations Visited = 30%
June + July 2009
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Instead shoppers typically enter & progress through produce, then work right-to-left through the back half of the store, before turning and working back from left-to-right through the front half of the store – finally looping back to finish in the freezer aisles.
Because shoppers do not begin at aisle one and proceed up and down every consecutive
aisle in an orderly fashion
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How do we know this ...
When a category is placed first in flow within an aisle shoppers will often bypass the first bay – starting their shop in the second bay
First Interaction Penetration
As is typical the first bay is the worst performing bay for encouraging shoppers to interact – even though 75% of shoppers entered the aisle from that direction
Cooking Products CategoryDrinks & Beverages Category
75%
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How do we know this ...
Visual activity is typically concentrated in the middle section of an aisle
Chilled Dairy Category – 71% of visual activity within the aisle is concentrated in mid-section bays
(Figures in brackets show % of in-aisle fixations –gondola end fixations removed)
Chilled Dairy Category
(17%)
(71%)
(12%)
90%
84%81%
71%68%
65%61%
58% 58%55%
12%9% 8%
3% 3%7%
3% 4% 3% 3%
Comfort Persil Fairy Surf Lenor Ariel Bold Clean n
Fresh
Flash Dettol
% Penetration % Fixations
Top 10 Household Brands - Fixation penetration - Overall (% Shoppers)
4%3% 3% 2% 2% 2% 2% 2% 1% 1%
19%
13%
52%
23%
6%
35%
19%16% 16%
13%
Persil
Ultimate
Dual
Capsules
19 Wash
Alberto
Balsam
Coconut
& Lychee
Shampoo
Comfort
Pure 64
Wash
Fairy Non
Bio Pods
12 Wash
Tough
Buster
Stain
Remover
Spray
Fairy
Fabric
Softener
44 Wash
Comfort
Intense
Vaporesse
Fresh Sky
Vanish
Oxi
Action
Spray Pet
Ariel
Actilift
Powder
10 Wash
Dettol
Liquid
% Fixations % Penetration
9%7% 6% 5% 4% 3% 3% 3% 3% 3%
90%
84%81%
65%
26%
16%
23%
58%55%
68%
Comfort Persil Fairy Ariel Alberto
Balsam
Lynx Vanish Clean n
Fresh
Dettol Lenor
% Fixations % Penetration
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Time
▪ Time does not equal money - longer time spend in store does not translate to higher spend at the checkout
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How do we know this ...
And high value trips conducted in less than 15 minutes
Where we have low value trips taking over an hour
And high value trips conducted in less than 15 minutes
Where we have low value trips taking over an hour
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How do we know this ...
53% of trip time spent ‘shopping’(slowed or stopped)
13.5 minutes 15.7 minutes
47% of trip time spent ‘in transit’(trolley is moving)
53% of trip time spent ‘shopping’(slowed or stopped)
13.5 minutes 15.7 minutes
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Tobacco Category
Forecourt Research
Sports Retailer
Eye Tracking has shown us that header boards and items such as hanging signs are rarely fixated upon by shoppers
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The majority of shoppers visual activity is at natural eye level 1-1.4m
150 – 174cm
125 – 149cm
100 – 124cm
75 – 99cm
50 – 74cm
25 – 49cm
0 - 24cm
Height of Fixation Point
9%
15%
20%
10%
9%
9%
10%
225 – 249cm
200 – 224cm
175 – 199cm
3%
6%
8%
11%
10%
31%
15%
15%
8%
6%
3%
Sports Retailer
Health & Beauty Category
Sports Retailer HABC Category
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This leads to products or
communication items placed at this
level achieving greater stand out
than items outside of natural eye level
Confectionery Category
On Trade