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12:07, Wed 17 Mar 2010
Rob Carpenter (TNS Magasin) presents on the high tech methods used by TNS Magasin, a pioneer in the field of shopper behavioural research. One of a range of research techniques demonstrated included "eye tracking". Eye Tracking utilises an infra-red beam, shone into the back of the retina to track the wearer's eye movements and fixations, offering far superior data on shoppers' attention than cameras that merely record field-of-view. Marketers can benefit from analysing exactly what the eye is drawn to on shelves, packaging and at point of sale.