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On his shopping trip, the consumer is being confronted with an overload of products, yet a short decision process. The consumer’s decision is for the most part unconscious and based on immediate, involuntary, physical and emotional ‘triggers’. To measure those defining parameters, Rogil uses a number of objective measurement methods such as eye tracking, EEG (electroencephalogram) and GSR (galvanic skin response).
Eye tracking records and measures an individual’s visual attention upon performing a specific task. Rogil uses Tobii’s highly accurate eye-tracking technology in all of its research projects.
EEG measures electrical activity produced by the brain. Rogil applies neuroscience in its research to determine the consumer’s non-conscience response to brands, advertising, in-store marketing or, in Ahold’s case, packaging.
With GSR, Rogil processes so-called biometric measurements such as heart rate, blood pressure and respiration as an additional source of data to supplement eye tracking and EEG.