Shopper Research & Eye Tracking Methodologies

Programme Overview

Understanding shoppers’ behaviours in the retail setting can help sellers to enhance the shopper’s experience and increase the chance of sales.

This executive programme focuses on getting brand owners and retailers to conduct better Shopper Research that translates insight to winning retail strategies. Various considerations for shopper research are discussed in-depth to help retailers conduct both cost and time-efficient shopper research.



Participants will learn the following:

  • Process and Outputs from different Shopper research methodologies
  • Drafting Qualitative and Quantitative Research Brief, including research plans and scripts
  • Conducting Shopper Research using an eye-tracker plus using a Tobii Pro Glasses 2
  • Eye-tracking in VR environment
  • Understanding qualitative output through case studies on Consumer’ Needs, Customer’s Journey, Customer’s Perception and Sentiments
  • Reading quantitative output like Heatmap, Glaze Plot and Eye-tracking matrix
  • Develop retail strategy from Shopper Insights and profiles
  • Shopper & Loyalty Insights
  • Consumer Insights
  • Survey Research
  • Shopper Marketing – Retail Marketing
  • Retail Space Leasing
  • UX & Usability Researcher

Shopper Research & Eye-Tracking Methodologies

Shopper Research

  • Understanding the goal behind Shopper Research

Duration – 15 minutes

Shopper Research Methods

  • Understanding the purpose, processes, outputs from different Shopper Research methodologies

Duration – 45 minutes
Exercise: Qualitative vs. Quantitative Research

Introduction to Eye-Tracking

  • A brief overview of the value in using eye-tracking in the Shopper Research process, its methodologies, and its various applications

Duration – 1 hour 15 minutes
Exercise: Sample Eye-Tracking Outputs

Eye-Tracking Research Methodology

  • Conducting Shopper Research with Eye-trackers [Plans/Scripts, Recruitment, Facilitation]
  • RTA: optimal interview methodology in using eye-tracking for Shopper Research

Duration – 2 hours
Exercise: Writing Research Plans & Scripts and Practice Interview

Tobii Pro Glasses 2 Demo

  • Tobii Pro Glasses 2 Demonstration & Sample Testing

Duration – 1 hour
Exercise: Hands-on with Tobii Pro Glasses 2 & Tobii Glasses Analyzer

VR Research

  • How eye tracking works in VR environments

Duration – 45 minutes
Exercise: Demo

Data Analysis & Future Trends

Qualitative Data

  • Consumers’ Needs
  • User Journey/Context
  • Users’ Sentiments/Perceptions

Duration – 1 hour
Case Studies

Quantitative Data

  • Areas of Interest
  • Heatmaps
  • Gaze Plots
  • Eye-Tracking Metrics: Comprehensive
  • Potential features: Emotion Recognition

Duration – 1.5 hours
Case Studies, Hands-on with Tobii Studios/Analyzer

About the Trainers

James Breeze
ACI Fellow
Chief Experience Officer
Objective Experience

An organisational psychologist in training, James’ vast experience is in website and e-commerce strategy, UX project design and implementation, usability testing, shopper marketing and eye tracking in any context.

James is also a professional speaker and regular guest lecturer at universities across Southeast Asia.

Objective Experience, which James founded, utilises eye tracking to study the subconscious behaviours of consumers to derive new insight and conclusions that are highly beneficial to corporations, marketers and advertisers.

yingki lo

Ying Ki Lo
Customer Experience Consultant
Objective Experience

Ying Ki is a UX domain expert especially in the field of cognitive psychology and human-computer interaction. Being grounded in both qualitative and quantitative research methods, Ying Ki helps companies through objective analysis to achieve better user experience.

Date, Day
11 April 2018 (Wednesday)

9:00 am – 5:00 pm

Novotel on Stevens
28 Stevens Road, Singapore 257878

Programme Fee
S$990 (w/o GST)
S$1,059.30 (w GST)

15% discount for groups of threes (3)

Fee includes programme materials, refreshments and lunch

Please contact the following for more information:

Wendy Chin
Assistant Director, Business Development and Project Management
E: | T: +65 6592 3009