Human behaviour is significantly influenced by our environment. We feel and adapt to each situation through our five senses, of which vision is the most important.
Often we’re not aware of this impact and lack key information on how visual perception affects purchasing – from memorising packs we have seen on the shelf, or the way we decipher shelf or store organization.
Through research into research, Strategir has been actively exploring the added value of eye-tracking measures as a way of capturing the visual impact that is key to explaining behaviour. For example, we are able to identify which elements of packaging attract attention in order to ensure better visual impact and recognition in-store, but also which organization of product categories optimises shelf navigation or how to implement point of sales material within the store.