The eyes have it: marketers now track shoppers' retinas

Wall Street Journal
Jul 12, 2012

Consumer-products companies are turning to new technology to overcome the biggest obstacle to learning what shoppers really think: what the shoppers say. To find out what really draws their test shoppers’ attention, companies like Procter & Gamble Co., Unilever and Kimberly-Clark Corp. are combining three-dimensional computer simulations of product designs and store layouts with eye-tracking technology. And that, in turn, is helping them roll out new products faster and come up with designs and shelf layouts that boost sales. Steve Posavac, E. Bronson Ingram Professor of Marketing, is quoted.

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