To find out what really draws their test shoppers' attention, companies likeProcter & Gamble Co., PG +1.81%Unilever UL +1.58% PLC and Kimberly-Clark Corp. KMB +0.62% are combining three-dimensional computer simulations of product designs and store layouts with eye-tracking technology. And that, in turn, is helping them roll out new products faster and come up with designs and shelf layouts that boost sales.
(..)
Falling costs are helping to make the use of such technology more commonplace. A retina-tracking camera embedded in the rim of a computer screen and attached to special glasses or free standing typically costs $25,000 to $40,000, Dr. Wedel says. The information it collects can be used to form a "heat map" that uses color to show where people looked on a simulated shelf.
Some companies also attach bands to testers' heads to monitor brain-wave activity showing which designs trigger pleasurable responses, says David Johnston, a senior vice president at JDA Software Group Inc. JDAS +1.46%Companies also track involuntary facial expressions to gauge true emotional reaction, says Jonathan Asher, an executive vice president at marketing firm Perception Research Services International Inc.
Posts
No comments:
Post a Comment