MERSERVICE IN COOPERATION WITH MAISON&PARTNERS, OFFERS QUALITATIVE RESEARCH USING THE EYETRACKING TECHNOLOGY.

The OEX Group’s Merservice, a company specializing in the sale support services, has expanded its offering to include shopper insight research. Owing to the cooperation with Maison&Partners and Eyetracking Solutions, the techniques used during the research will include, but not be limited to, eyetracking, customer’s in-store path tracking and consumer interviews.  The data thus obtained will help the Company’s customers optimize their traditional brick-and-mortar shop sales. 

Shopper insight research includes, but is not limited to, the assessment of consumer behaviours, the level of interest in products, the product display correctness and the effectiveness of POS materials. Owing to the provision of special glasses to a group of respondents and the use of cameras, the data collected at a sale outlet will be more detailed.

‘When conducting market research for our clients, we focus first and foremost on providing all-natural conditions. The technologies used make it possible to observe the purchase path, the product interactions and the decision-making processes that consumers undertake when visiting the store. A carefully selected group of respondents is equipped with glasses that record data on how the subjects moved around the store, what products were in their field of interest and how much time they spent on these activities,’ says Izabela Rudak, Managing Partner at Maison&Partners.

The measurements used in this type of research are based on a number of variables, for example: the length of time the eye was focused on specific fields, the number of times the eye returned to the given point. In this way, the product interest is measured. In parallel with eye-tracking, the consumer’s head movements are also tracked.

There is a special camera, that used AI algorithms during the data collection. It is invisible to consumers. The recorded image is used to categorize consumers by age and gender. The data is then cross-referenced with the buyers’ behaviour, including, but not limited to, the time spent at the point of sale, the route taken during the in-store shopping visit, or the observation of specific products. SEE A FILM

‘The pandemic has changed consumer behaviours. Nowadays we want to shop quickly, conveniently and safely. Thanks to modern technologies, we are able to analyse what catches the customers’ attention and what stimuli influence their perception. The use of these solutions in shopper research seems invaluable. First of all, they allow us to look through the eyes of the consumer at the product offer and their display and, at the same time, improve marketing activities as well as optimize sales support activities in stores,’ adds Magdalena Trzcińska, Vice President of Merservice.

In addition to shopper research, Merservice also provides such services as sale force outsourcing, merchandising and e-commerce sales support, i.e. the so-called e-merchandising.