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Fashion chain in bio-sensory research project
An international fashion retailer has undertaken an advanced bio-sensory shopper study involving eye tracking technology combined with EEG measurements.
Research group TNS Magasin has employed EEG (electroencephalography) to gauge mental activity caused when shoppers see products or messages in-store.EEG measures electrical acti
The identity of the retailer involved - a fashion-led international group with stores in the UK - is being kept confidential.
“The combination of these two powerful methodologies is fundamentally challenging many received ideas about in-store decision-making,” says TNS Magasin founder Siemon Scammell-Katz. “At last we are able to gain insight into responses to the visual stimuli that the shopper actually looks at, as well as prefrontal cortex responses. This enables us to gauge the relative roles of emotion and cognition at each and every stage of the shopping journey to understand, literally, what is going on in shoppers' minds.”
“This has the most fundamental ramifications for marketing and new product development alike. Brands really need to go back to basics and redefine what they are trying to achieve in the light of what is nothing less than a whole new dimension of knowledge about their customers,” adds Scammell-Katz.
Tagged as: Bio-sensory research | EEG | eye tracking | TNS Magasin | Scammell-Katz
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