Mobile Eyetracking for Decision Analysis at the Point-of-Sale: Requirements from the Perspectives of Marketing Research and Human-Computer Interaction
Martin Meißner, Jella Pfeiffer, Thies Pfeiffer · University of Southern Denmark Research Portal (University of Southern Denmark) · 2019
In a typical grocery-shopping trip consumers are overwhelmed not only by the number of products and brands in the store, but also by other possible distractions like advertisements, other consumers or smartphones. In this environment, attention is the key source for investigating the decision processes of customers. Recent mobile eyetracking systems have opened the gate to a better understanding of instore attention. We present perspectives from the two disciplines marketing research and human-computer interaction and refine methodical and technological requirements for attention analysis at the point-of-sale (POS).