Around 95% of our behavior happens at the non-conscious level. It is only recently, that we have been able to unravel the elements of a person's non-consciousness. Consumer surveys will change dramatically as a result of this.
In order to measure consumer behavior and the underlying decisions we have developed the Virtual Shopper Journey. A virtual world in which the consumer can shop using a game controller and a VR headset.
We examine the consumer's eye movement using eye-tracking. The eye-tracking hardware is integrated into the VR headset. The hardware works with infrared sensors, which can measure the eye movements along with the head rotation.
In contrast to traditional eye-tracking research that measures X and Y coordinates, we also measure Z coordinates. After all, our virtual world has depth. This depth is an underestimated aspect in traditional eye-tracking research.
We do not only wish to find out how people see things, how they move and what they do. We also want to examine and measure the underlying, often non-conscious reasons for their behaviour.
By using mobile EEG we can measure their brain activity during the shopping tour. This enables us to assess the amount of attraction or rejection in relation to what the shopper sees.
The Virtual Shopper Journey allows marketers to measure consumer behaviour and decision making. The video provides a brief explanation of the benefits that this new tool brings to the world of research.