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60 years of data, an overwhelming a large majority decisions IN-STORE.
attitudinal findings and shopper interviews instore in its 2012 Shopper Engagement Study. The Shopper Engagement Study is comprised of two concurrently executed research modules. The core methodology includes a pre- and postshopping interview format with 2,400 shoppers that is consistent with the execution of the 1995 Consumer Buying Habits Study, allowing POPAI to calculate key purchase-decision metrics that are comparable with those from the 1995 initiative. The secondary research model is highdensity EEG data. When groups of neurons are activated in the brain, a small electrical charge is generated, resulting in an electrical field. EEG is a method that is used to measure these fields by placing electrodes on a person’s scalp while instore—the measured signals are then amplified for analysis. These electrical fields can be interpreted and projected onto a high-resolution, 3-D representation of a brain. The result is the ability to determine what areas of the brain are activated at specific moments. EEG is combined with eye-tracking equipment to tie the shoppers’ physiological responses to exactly what they are looking at, eliminating such issues as recall and denial, which has often been the rallying cry of those skeptical about the
POPAI’s 2012 Shopper Engagement Study will combine in-store neuromarketing and eyetracking technologies with shopper interviews.
Photos: Courtesy of POPAI
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Table of Contents for the Digital Edition of DDi - February/March 2012