Gold Eye-TrackingTM
Gold Eye-TrackingTM is our customized eye-tracking solution by which we gather insights that are based on genuine shopper behaviors and reactions to real-world experiences.
Why Use Gold Eye-TrackingTM vs. Traditional Self-Report Research Methods (Shop Alongs, In-Store Surveys, IDIs)?
Your customers, being human, are limited in their ability to accurately recall and articulate everything they experience and feel in different moments of their shopping journeys. Furthermore, explicit self-report measures are subject to a multitude of subjectivity biases as respondents often conjure answers to posed questions. All too often, a lot of time and resources are spent on journey insights research that may appear well planned and rigorous, but often yield partial truths based predominantly on fuzzy self-reported memories instead of precise and unbiased empirical behavioral data.
In comparison, the actionability of Gold Eye-TrackingTM is very high because it of its in-context mobile nature by which it generates insights that are based on genuine shopper behaviors and reactions to real-world experiences. By using it, your business decisions are based not only on what customers might say but also on what they actually do and, when paired with biometrics, truly feel.
Gold Eye-TrackingTM has proven useful in a broad range of in-store and online research: customer journey mapping, brand asset evaluation, in-store customer flow studies, packaging campaign effectiveness, product placement, planogram development, and evaluation of POP material and signage.
Our format is geared to discover the key drivers of noticeability, engagement and purchase decision making. The end goal is to reveal exactly what your shopper is paying attention to —or not noticing—along their entire shopping experience. Gold Eye-Tracking™ helps identify the information shoppers most often use to support their motivations and purchase decisions (i.e., decision modeling). Experiences can be measured at a very high degree of precision both in terms of time (e.g., first product seen on a shelf versus any and all subsequently browsed products in the category) and space (e.g., different elements of a single package face), at levels far beyond what shoppers are able to articulate in surveys or interviews.
Gold Eye-TrackingTM glasses are sleek, lightweight (weigh less than 5 ounces) and appear as a stylish pair of contemporary eyeglasses. Set up is fast and an average person acclimatizes to wearing the glasses in under 30 seconds. This more effectively preserves a shopper’s natural behavioral patterns inside actual retail settings by introducing far less interference in their regular shopping than traditional intercept surveys, shop alongs or other invasive research methods.
Each Gold Eye-TrackingTM glass has built-in video that records exactly what the shopper is seeing. As a result, you can see exactly what your target shopper is seeing and experiencing as they shop for your products and services. We often supplement Gold Eye-TrackingTM with real-time commentary from shoppers, and biometrics, to understand underlying sentiments associated with specific experiences and to clarify the causes of positive and negative engagement among shoppers in different phases of their buying journeys.
This process can also be duplicated for evaluating online or mobile shopping behaviors by having shoppers replicate their shopping behaviors on their digital devices while wearing Gold Eye-TrackingTM glasses.
While eye-tracking and behavioral techniques are able to uncover a multitude of previously untapped details about shopper journeys, equally important is the ability of the research team to interpret the resulting data. The behavioral science team at Gold Research has decades of experience in the design, execution, analysis, and interpretation of consumer visual behavior research. Having partnered with hundreds of brands on thousands of consumer behavior projects over more than 20 years, our clients benefit from some of the most experienced practitioners in the industry.
a) Shopper Heatmaps – Identify Where Attention was Focused and What was Ignored
b) In-Store Shopper Flow – Uncover Common Paths, Traffic Flow Concentrations that Guide Shoppers. Improve In-store Positioning and Optimal Placement of Purchases.
c) Most Effective Marketing Elements – Identify Which are Seen Faster, More Often and are More Engaging.
d) Packaging/Marketing Flaws – Identify Elements that Need Rework to Increase Salience and Noticeability.
e) Shopper Gaze Sequencing – Understand Merchandising/Product Elements Seen by Shoppers to Unravel Their Decision Making Process
f) Identifying Visual Behaviors via Eye-Tracking to Improve Page Design
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Contact Us
1-800-549-7170
GoldResearch, Inc.
8000 I.H. 10 West | Suite 600San Antonio, Texas, 78230
