Another reason the new approach is warranted is that shoppers are not able to adequately articulate the stimuli that influences their shopping trip, because so much of what happens in-store is done at a subconscious level. A shopping trip is filled with habits and routines—psychologists and neurologists estimate about 90 percent of the
decision-making tasks made while shopping are actually being performed at a subconscious level.By linking shoppers’ eye-tracking and neurosensory data to the attitudinal and purchase data from the core methodology, the Shopper Engagement Study will provide a 360-degree view of shoppers’ in-store purchasing behavior,attitudes, perceptions and emotional responses to in-store marketing