Boston, MA and Teltrow, Germany, 2016-Sep-16 — /EPR Retail News/ — Kantar Retail, the global retail and shopper specialist, has teamed up with innovators in eye tracking SensoMotoric Instruments (SMI), to create a virtual shopping experience that provides precise shopper data in a fully controlled environment.
The technology, which utilizes the top-selling Samsung Gear VR head-mounted display (HMD) modified with SMI’s eye tracking platform to give real-time information about a shopper’s visual attention in a virtual store, will be introduced at the Kantar Retail booth, #601, during the Path to Purchase Expo in Chicago, September 20th through the 22nd.
Immersive Eye Tracking reveals new insights as to how consumers react to signage, displays, products and packaging. This behavioural information can be used to optimize marketing campaigns, product launches, category reviews or merchandising solutions.
From the eye-tracking for market research perspective, VR adds a new dimension to shopper studies – total 360° immersion. Such immersive environments are easily manipulated and can be perfectly replicated anywhere in the world. Earlier in 2016 in London, SMI and Kantar trialed the eye tracking HMD using a virtual fast food environment with encouraging results.
Kantar Retail will showcase the technology’s capability through live demos at their booth. Participants will be moved through the virtual store with instructions to find a target product on the shelf display.
At the end of P2PX 2016, SMI will aggregate and process the data accumulated during the event with Kantar Retail analyzing and interpreting the research for publication.
About Kantar Retail
We are the retail and shopper specialists. We are a leading retail and shopper insight, consulting and analytics and technology business and part of Kantar, the data investment management division of WPP. We work with leading brand manufacturers and retailers to help them sell more effectively and profitably. At Kantar Retail, we track and forecast over 1,000 retailers, globally and have purchase data on over 200 million shoppers. Amongst our market leading reports are the annual PoweRanking survey and the Digital Power Study. Kantar Retail works with over 400 clients and has 26 offices in 15 markets around the globe.
For further information, please visit www.kantarretail.com, or find us on Twitter and LinkedIn.
SensoMotoric Instruments (SMI) has been a world leader in eye tracking technology for 25 years, developing and marketing eye & gaze tracking systems for scientists and professionals, as well as OEM and medical solutions for a wide range of applications. Find out more at www.smivision.com. Follow @SMIeyetracking on Facebook, Flickr, YouTube and Twitter.
Contact for Kantar Retail media queries in the U.S.:
Daddi Brand Communications
Contact for Kantar Retail media queries in Europe:
Global Communications Manager
Office: +44 (0) 1372 825 391
Contact for SMI:
SensoMotoric Instruments GmbH (SMI)
+49 (0) 162 271 61 66
Source: Kantar Retail