Abstract:

The Point of Sale (POS) is becoming an increasingly important touch point. In recent years there has been an increasing demand for methodologies which are capable of looking beyond what consumers are able to tell on the explicit level. This paper provides a new methodology that visualizes and analyses eye tracking and locomotion data in a unique manner. Using eye square's theoretical framework of shopper behaviour at the POS, general insights are provided from 14 studies conducted with over 1,000 respondents.