By Kirk Hendrickson, Eye Faster
Shopper research is a cornerstone of brand/product research programs that seek to engage customers in-store and for retailers vying to provide engaging in-store experiences.
Shopper research is often performed in live or mock retail environments, where researchers view shoppers’ behavior, oftentimes using eye tracking for a first-hand account of attention and behavior. Both mock stores and live stores present challenges and advantages.
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Testing In Live Stores
Testing in a real store is optimal for understanding how shoppers behave naturally. That being said, performing a shopper exercise or wearing eye-tracking glasses can feel unnatural. Here are a few suggestions to help create an authentic in-store shopping experience.
- Remind shoppers that you seek to understand their natural behavior. Tell them to shop normally and select only items they buy routinely.
- Leave the shopper alone! – especially while the shopper is wearing eye tracking glasses. If you have questions, wait until they admit to having finished their shop.
- Give specific instructions while allowing for shoppers’ whims.
Testing In Mock Stores
Mock stores offer advantages in terms of privacy and control. In concept stores, researchers test concept packaging or products without worrying about competitors or customer reactions. And mock stores give researchers control over store setup, ensuring they do not disturb planograms.
However, a mock store requires a leap of faith on the part of the respondent. These tips will help ensure the experience is as authentic as possible:
- It’s all in the details. When designing a mock store or shelf, keep the details as real as possible. Add marketing materials, real planograms and realistic price tags.
- Paint a picture for your respondents’ shop. Ask them to imagine they are in a specific type of store with a specific task. Example, “Please imagine that you ran out of dish soap and stopped into a big box store for a replacement. Pick whatever products you normally would.”
Regardless of the type of shopper research that’s conducted as part of a holistic research program, re-creating an authentic in-store experience is the best way to understand how shoppers really behave, engage and interact with products.
Kirk Hendrickson is CEO of Eye Faster, a leading provider of shopper research. He developed his expertise in eye tracking and shopper research while leading worldwide field operations for EmSense Corporation and product management for MarketTools, Inc. Hendrickson holds a patent for conducting surveys on mobile phones and was twice a finalist for the EXPLOR Awards. He holds an MBA from the Amos Tuck School of Business Administration, Dartmouth College, and a BS and MS in Mechanical Engineering from Stanford University.
