MRS Retail Research: Neuroscience, eye-tracking and the real-time revolution

Joseph Clift

How do we shop?

Retailers and researchers alike are constantly trying to find answers to this very simple - but very important - question.

Presenters at the MRS Retail Research conference, a one-day event held in London in May 2010, offered several different frameworks which can be used to provide such responses, including eye-tracking, Web 2.0 tools and neuroscience-based techniques such as Electroencephalography (EEG).

Key takeaways from the event included the importance of tracking emotions, rather than rational decisions, as influencers in purchase decisions.

Agencies were also advised to work more closely with clients to develop more robust long-term strategies for gathering and using consumer data.

Neuroscience and purchase decisions