The latest technological advances have allowed for marketers to perform experiments that used to be the things only considered in science fiction. Shoppers may soon have their retinas and facial expressions scanned to determine their product preferences. Although these scans are not available on the grocery store shelf, they have been used in product research.
The Wall Street Journal reported, “Kimberly-Clark’s researchers used computer screens outfitted with retina-tracking cameras when testing the newest packaging for its Viva paper towels in 2009. Their goal was to find which designs got noticed in the first 10 seconds a shopper looked at a shelf—a crucial window when products are recognized and placed in the shopping cart. They also wanted to know if the preferences held up on different count packages, from single rolls to multipacks.”
Researchers have found that they may obtain more accurate data this way than through the use of traditional surveys. The retina-tracking devices are useful because the human eye can detect information very quickly. It’s not just our eyes that can give marketers important information. Some companies have used brain scans to determine product preferences. Now with facial recognition software, even more customer data can be compiled as companies can “track involuntary facial expressions to gauge true emotional reaction.”
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