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Blog: January 2012
Understanding why people react and behave the way they do is fundamental to consumer research and one tool that helps to build a more holistic understanding of shopper behaviour is eye tracking. Eye tracking is a behavioural research tool that, as its name suggests, is a technology that is able to track exactly where the human eye is looking. It was developed originally for military and medical applications, but in recent years has been applied as a research tool to help understand consumer and shopper behaviour...