Mobile eye tracking studies on the store floor is a technique that allows a researcher to track a person's eye movements as they walk through the store. It shows in which direction someone is looking, what that person is looking at and for how long. The big advantage of eye tracking is that it measures both conscious and unconscious viewing behavior. While people can very well determine what they are looking at and for how long, the details of those movements are usually beyond people's control and take place unintentionally. Couple this again with an in-depth interview and we also immediately know why they looked at something and whether or not it happened consciously. So we focus primarily on the reasons and motivations why people exhibit certain behaviors in the store. We then convert these insights into guidelines for improving the store (experience).
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