Seeing a fresh-food shop through shoppers' eyes
A grocery retailer wanted its fresh-food top-up trips to happen more often and fill more of the basket. Before its team developed ideas, we followed shoppers wearing eye-tracking glasses, then had each talk us through their own footage.
- Client
- Grocery retailer
- Industry
- Food
- Kind of work
- Consumer understanding
- Our role
- Eye-tracked accompanied shops and replay interviews ahead of an ideation workshop
The question
People popping in for fresh food are on a mission, and they often shop on autopilot. The retailer wanted those trips to happen more often and to fill more of the basket.
Its insight team wanted colleagues to see the trip as shoppers do before a workshop to develop ideas.
Our approach
We watched the trip through the shopper’s own eyes. Regular top-up shoppers wore eye-tracking glasses and shopped as they normally would, without interruption, so we saw everything they looked at on the shelf.
People on autopilot can’t recall most of a trip, so we sat down with each shopper afterwards and replayed their footage for them to talk through: what they noticed, what they passed by and what they bought without planning to.
We read each moment for the mental shortcuts people use when they choose, so the workshop could start from what shoppers do as well as what they say.
What the team came away with
A view of the trip moment by moment, seen through shoppers’ eyes, with initial ideas to open the workshop.
Edited films gave colleagues who don’t walk the store every day a shared picture of the shopper to build ideas on.
Who we heard from
Regular shoppers who top up on fresh food, recruited to the retailer’s own shopper segments
Related work
View consumer understanding case studies- What we do
- Strategic research
Want to understand your customers better?
Bring the question, and we’ll talk through where to begin.
A partner or director will reply.