" ... Retail marketing association Popai is using neuroscience and eye-tracking in a new study of how shoppers make decisions in retail environments ...
The study will use portable EEG equipment to monitor brain activity in combination with eye-tracking and shopper interviews. The aim is to understand how purchase decisions are made and the extent to which they are influenced by in-store marketing.
Popai said findings from the study would help brands and retailers understand whether particular product categories are driven by planned or impulse buying, choose the most effective types of displays and understand how different shopper segments behave ... "
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