Shopper Research

Eye tracking provides insight into shopper behavior that is extremely valuable in determining how to most successfully position products, signage, marketing, displays, and virtually any other element of the store.

Why eye tracking in shopper studies?

Eye tracking helps you discover:

  • How shoppers navigate through or browse the aisles of a store during authentic shopping tasks
  • What attracts shoppers' attention at the point of purchase
  • Which visual elements are noticed
  • Which visual elements are ignored
  • What elements help shoppers at different stages in the decision process
  • How shoppers interact with products on the shelf

Understand consumer behavior

Consumer behavior is a complex and dynamic cognitive process. Eye tracking captures shoppers' habitual and subconscious behavior naturally and without bias, which gives researchers a deeper understanding of consumer actions. This methodology objectively reveals what attracts attention, eliminating social desirability bias or errors that may occur when relying solely on recall.

Wearable eye tracking enables the researcher to understand the entire shopper experience in either a real or simulated store.

Check out this video to learn how Unilever uses eye tracking to better understand their target audiences.

A woman wearing Tobii Pro Glasses 2 moves along the aisle.

Ensuring marketing effectiveness

Insights about different aspects of the shopper journey are helpful to marketers in optimizing their communication elements in order to drive sales.

Wearable eye tracking is useful in a broad range of in-store research: campaign effectiveness, brand valuation, path of shopper studies, product placement, and evaluation of POP material and signage. This tool is also commonly used in store planning, space and category management-related research, as well as consumer profiling.

Shopper research with wearable eye tracking

Researchers use Tobii Pro Glasses 2 in real grocery store and convenience store environments. This methodology allows the team to discover deep insights about what the consumers are experiencing and how they are making their buying decisions. Watch this video to learn more.

Products and services

Tobii Pro offers hardware and software, along with training and support, for a variety of different types of marketing and consumer research. Our eye trackers allow you to study any type of digital interface, from traditional computer screens to mobile devices, or you can bring your research into real-world environments using our wearable technology.

We also offer research services to market research companies and brand owners who prefer having the our eye tracking experts run the entire project for them, from design and recruitment to execution and analysis. Read more


Karlstad University

The Service Research Center (CTF) at Karlstad University used Tobii Pro Glasses 2 in two different pilot studies regarding retail and consumer behavior. They focused on visual attention and the factors influencing consumer decision making at the point of purchase. Read more

ET Research

In this shopper study by Hungarian company ET Research, eye tracking was used to explore the influence of in-store movement and walking direction on the visual attention paid to placements, displays and communication messages. The results demonstrated how hard-to-break habitual routes significantly impact gaze orientation. Read more

Sense Envirosell

Sense Envirosell wanted to measure the impact and visibility of in-store communication and shoppers' behavior, and turned to Tobii Pro Insight to carry out an eye tracking study. Consumers did their shopping in a real world scenario at their regular supermarket and. Envirosell gained both an explorative and a qualitative understanding of the shoppers' visual interactions with sales materials inside the store. Read more

  • Pham, C., Rundle-Thiele, S., Parkinson, J., & Li, S. (2017). Alcohol Warning Label Awareness and Attention: A Multi-method Study. Alcohol and Alcoholism, 1–7.
  • Khachatryan, H., Rihn, A., Campbell, B., Yue, C., Hall, C., & Behe, B. (2017). Visual Attention to Eco-Labels Predicts Consumer Preferences for Pollinator Friendly Plants. Sustainability, 9(10), 1743.
  • Mou, J., & Shin, D. (2018). Effects of social popularity and time scarcity on online consumer behaviour regarding smart healthcare products: An eye-tracking approach. Computers in Human Behavior, 78, 74–89.

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