methodology

Observational (video based) techniques record continuous, real time activity at the display, within the category or relevant section of the retail environment. Unobtrusive cameras are focussed upon the area to capture micro level interaction with the merchandise whilst others view the surrounding area to capture demographic profiles and traffic data. Installation of equipment is temporary and usually occurs out of normal trading hours taking only a couple of hours. Installation and operation does not interrupt or influence the routine operations of the trading environment.

Some studies include attitudinal interviews conducted after the shopper leaves the category or store. These interviews are designed to understand the psyche of the shopper whilst making their purchase decision. This information is then matched to the video data to give an insight into the real behavioural shopping prompts and triggers, which interview techniques alone are unlikely to reveal.