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At the ESOMAR BEST OF - MENAP 2013 event Rogil presented relevant case studies from local and international markets on: Using Electroencephalogram (EEG), Galvanic Skin Response (GSR), implicit measures, eye tracking and verbal measures in a multi-mode research approach to gain better insight in the shoppers’ world.
By adding an emotional dimension to the Sens-Pack model ©, Rogil expanded the scope of its ESOMAR 2010 award-winning paper.
The Sens-Pack approach combines eye tracking with verbal quantitative and qualitative research techniques. By complementing this with biometric measures, we can capture shoppers’ emotions during the shopping trip and assess associations with certain brands and products. The holistic approach allows for better prediction of packaging and category management success.
We did a follow-up study in Dubai-UAE based on a 2010 paper on integrating eye tracking and implicit measures to better understand local shoppers.