shopper brain conference
Dublin, October 25-26, 2023
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Step Closer, Step Ahead: Overcoming the Inevitable Say/Feel Gap
June 22, 2017 3:45 PM

How the shopper feels during the shopping experience is vital. But why then slip back into conventional methods when engaged in the follow-up debrief? Words remain at best a slippery, unreliable medium – subject to “lip service” answers. Quick-take interviews held in the aisle using smart phones or flip cams can capture not only what they say, but the emotions that accompany those words, signaling what’s most relevant to the shopping experience and why. The originator of facial coding in market research, Dan Hill, shows what’s possible through a range of mini case studies

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