Peter Brawn is the founder of Gateway Research, a behavioural research agency that specialises in applying eye tracking and biometrics technology to marketing and shopper research. Peter holds a PhD in Cognitive Psychology (Visual Attention), and is a former fellow of Harvard Medical School. In 2001 he established Australia’s first commercial eye tracking service, and has spent the last 20 years pioneering a wide range of research projects for a who’s who of corporations and consumer brands.
USING REAL WORLD BEHAVIOURAL SHOPPER DATA TO OPTIMISE THE IN-STORE EXPERIENCE
Co-Presenter: Bronwyn Thompson
Shopper behaviour and purchase decisions are largely “System 1” – unconscious and fast. While System 1 / Implicit research methods have been applied to consumer research for some time, Shopper Research has been left behind and has instead relied on store transaction data or recall-based methodologies.
In this presentation, Peter and Bronwyn will demonstrate how Gateway are using Science & Technology to capture real world shopper behaviour and will discuss how Coca-Cola South Pacific are using this technology to answer questions that retailers and manufacturers have previously been unable to answer.