The Spanish Independent Institute of Market Research (IPSOS) has recently announced the opening of its second Shopper Lab in Spain, located in Madrid.
As reported by revistaaral.com, the concept is an enclosed space that recreates a real supermarket experience from the perspective of the customer, helping to better understand the motivation and needs of consumers.
For this, Shopper Lab integrates traditional research methods with applied neuroscience, using innovative techniques and equipment such as eye tracking glasses. The glasses follow where the customer's gaze is directed and the duration of which they focus on a product.
The first Shopper Lab in Spain was opened by IPSOS in 2013 and is located in Barcelona.
© 2016 European Supermarket Magazine – your source for the latest retail news. Article by Gabriela Guédez. To subscribe to ESM: The European Supermarket Magazine, click here.
