With the mission of renovating our current methodologies and internal practices to reach their fullest potential, our Renovation Team (affectionately termed the RENO911 team) is always on the lookout for additional tools that can complement our in-context focus.
One of these exciting new add-ons is eye tracking. Our moderators remain the best in the business with regard to eliciting honest and insightful feedback from respondents. However, for shopper insights in particular, subconscious thoughts and behaviors are harder to get at because shoppers rarely think about how they shop; consumers may say they have not seen certain signage, but their eyes may tell a different story. Now, with the eye tracking capabilities made possible through a partnership with Tobii, we are able to obtain a tangible read on exactly what respondents see and focus in on.
While this technology is not new to the industry, the trade-offs presented by available devices have, thus far, not been a worthy additional to our methodology arsenal. Only now, with the right technology and right partner, has eye tracking shown to have the capability to be an appropriate add-on to our solutions. Paired with our in-store methodologies, eye tracking can be a great addition, especially to studies focusing on packaging and signage. This way of seeing through the eyes of the respondents gives definitive backing to insights and a measurable method of analysis. Like Project Director Quinten McGruder says, “It’s a natural extension of our existing methods.”
In addition to researching and developing our eye tracking offering, RENO911 has also looked into other new and innovative additions to the field, such as text analytics, and has been devoting time to building relationships with retailers across the country. REAL Insight was born when founder Jim Cahill walked into a Cub Foods and asked to conduct research there. “We’ve been building on Jim’s legacy of maintaining good store relationships,” says Emma Connolly, Associate Project Director. These ongoing connections are imperative to the in-context research in which we excel and, therefore, we prioritize their maintenance and growth. RENO911 keeps our skills, practices, and methods sharp and current. Where will they lead us next?