eye square | In-Store Research

Elevating the
In-Store Shopper Experience

Turning real shopper moments into retail growth

Understanding the In-Store Shopper is difficult

Desperate Woman with a shopping bags and a smartphone

Shoppers’ decisions are faster & more fragmented than ever.

Despite the digital influence, the store remains where most purchases are made.

More than 80% of decisions happen in-store – but most are non-conscious
Traditional methods miss the fleeting moments that drive choice
Understanding these hidden moments is the key to growth

Understanding the
In-Store Shopper is difficult

Shoppers’ decisions are faster & more fragmented than ever.

Despite the digital influence, the store remains where most purchases are made.

More than 80% of decisions happen in-store – but most are non-conscious
Traditional methods miss the fleeting moments that drive choice
Understanding these hidden moments is the key to growth

From navigation to checkout, we reveal how to make every in-store moment work harder for your brand of the digital shelf

Shopper navigation

How do shoppers orient themselves and find your category?

In-store marketing

Which displays capture attention, and which go unnoticed?

Shelf placement & aisle adjacencies

How does shelf context impact product choice?

Packaging

Does your pack stand out and communicate at first glance?

Check-out

What drives impulse purchases or loyalty moments at the end of the trip?

From navigation to checkout, we reveal how to make every in-store moment work harder for your brand of the digital shelf

Shopper navigation

How do shoppers orient themselves and find your category?

In-store marketing

Which displays capture attention, and which go unnoticed?

Shelf placement & aisle adjacencies

How does shelf context impact product choice?

Packaging

Does your pack stand out and communicate at first glance?

Check-out

What drives impulse purchases or loyalty moments at the end of the trip?

We see shopping as a human experience.

Our methods uncover perception, emotion, cognition, & behavior

→ to explain real shopper actions

SEE

System 0

FEEL

THINK

ACT

Visual Attention

System 1

Implicit Reactions

In-situation Interviews

System 2

Convert

Eye Tracking

Implicit &
Emotional Measures

Qualitative & Quantitative Interviews

Basket analysis

Follow real gaze and attention in context

Decode what shoppers can’t verbalize

Understand the conscious story behind the behavior

Follow real gaze and attention in context

Understand what shoppers are engaging with and purchasing

We see shopping as a human experience.

Our methods uncover perception, emotion, cognition, & behavior

→ to explain real shopper actions

System 0: SEE

System 1: FEEL

System 2: THINK

ACT

Visual Attention

Implicit Reactions

In-situation Interviews

Convert

Eye Tracking

Implicit & Emotional Measures

Qualitative & Quantitative Interviews

Basket analysis

Follow real gaze and attention in context

Decode what shoppers can’t verbalize

Understand the conscious story behind the behavior

Follow real gaze and attention in context

Understand what shoppers are engaging with and purchasing

See through the shopper’s eyes to uncover what truly captures attention and drives action

Eye Tracking captures real visual attention; where shoppers look, for how long, and what they miss

Maps unconscious decision-making moments at the shelf and throughout the store

Shows how POS materials, packaging, and placement compete for attention

How?

Mobile, wearable eye tracking; natural behavior in real stores

No intrusion, full freedom of movement

Automated data visualization; heatmaps, gaze paths, attention metrics

Why?

Identify attention drivers that lead to sales

Turn behavioral data into clear, actionable retail strategies

Decoding Shopper Behavior and Driving Actionable Insights for
 25+ Years

See through the shopper’s eyes to uncover what truly captures attention and drives action

Eye Tracking captures real visual attention; where shoppers look, for how long, and what they miss

Maps unconscious decision-making moments at the shelf and throughout the store

Shows how POS materials, packaging, and placement compete for attention

How?

Mobile, wearable eye tracking; natural behavior in real stores

No intrusion, full freedom of movement

Automated data visualization; heatmaps, gaze paths, attention metrics

Why?

Identify attention drivers that lead to sales

Turn behavioral data into clear, actionable retail strategies

Decoding Shopper Behavior and Driving Actionable Insights for  25+ Years

Driven
by a mission

We decode the psychology behind purchasing decisions.

Our innovative research methodologies cut through the noise to capture authentic shopper moments across physical and digital environments.

We’re here to illuminate, not just observe.

The shopper journey we’re mapping is intricate with countless touchpoints and influences.

This complexity fuels our curiosity.

Driven
by a mission

We decode the psychology behind purchasing decisions.

Our innovative research methodologies cut through the noise to capture authentic shopper moments across physical and digital environments.

We’re here to illuminate, not just observe.

The shopper journey we’re mapping is intricate with countless touchpoints and influences.

This complexity fuels our curiosity.

Building partnerships,
 growing success

Our collaborative approach turns complex retail   challenges into opportunities.

We work as your partner, not just your vendor.  Together, we transform insights into actionable strategies aligned with your objectives.

From day one, we build trust and shared success – because understanding shoppers is a journey we take together.

Building partnerships,
 growing success

Our collaborative approach turns complex retail   challenges into opportunities.

We work as your partner, not just your vendor.  Together, we transform insights into actionable strategies aligned with your objectives.

From day one, we build trust and shared success – because understanding shoppers is a journey we take together.

FAQ

What is in-store shopper research?

In-store shopper research uncovers how real people see, feel, and act inside retail environments. We study authentic shopping behavior, from navigation and product search to purchase — using eye tracking, behavioral observation, and emotional measures.
The result: clear, actionable insights into what drives visibility, engagement, and conversion in-store.

Why use eye tracking in physical stores?

Eye tracking reveals where shoppers actually look, not just what they say they notice. It helps identify which displays, packs, or messages capture real attention and which go unseen, providing a true measure of visual effectiveness at the point of sale.

How does an in-store study work?

We design studies around your specific business questions:

Recruit real shoppers in real stores.
Track their gaze, path, and interactions using mobile eye tracking glasses.
Combine data with short interviews or implicit tests.
Deliver heatmaps, gaze videos, and clear business recommendations.

Typical project duration: 3–6 weeks from briefing to actionable results.

What types of questions can you answer?

Our research helps brands and retailers understand:
Which POS materials truly attract attention
How shelf placement and packaging impact visibility
What shopper paths and navigation barriers exist
How to optimize category flow and store layout
What drives impulse and loyalty moments at checkout

Do you test in real stores or simulated environments?

Both.
We can conduct naturalistic studies in real stores or create virtual retail environments for controlled testing. This flexibility allows us to combine realism with experimental precision.

How many participants do you need for valid results?

Qualitative projects: 20–30 participants (for depth and observation)
Quantitative tests: 100+ participants per cell (for robust comparisons)
We’ll recommend the right sample size based on your category, objectives, and market.

How do you ensure shopper privacy?

All recordings are anonymized automatically, and participants provide full consent before testing.
We comply with GDPR and international data protection standards across all markets.

Where do you conduct studies?

Our team operates globally, with hubs in Berlin, London, New York, Hong Kong, and Tokyo.
We’ve successfully run projects in 60+ markets, adapting to local retail contexts and shopper behaviors.

What deliverables will I receive?

Clear visual analytics: heatmaps, gaze paths, dwell-time metrics
Behavioral journey summaries
Actionable recommendations for display, layout, and messaging optimization
Optional benchmarking against category norms or past tests

How can I start a project?

It’s simple: share your research goals and retail context.
Our team will design a tailored proposal including methodology, timeline, and cost.
Get in touch: Felix Metger – metger@eye-square.com/

Ready to supercharge your
Digital Shelf?

Let’s boost visibility, engagement, and sales for your brand

Felix Metger

Vice President
Shopper Research

metger@eye-square.com

Chrissy Love

US Vice President
Shopper Research

love@eye-square.com

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Identify crucial touchpoints. Optimize the customer journey for maximum conversion

Test concepts, retail media, enhanced content, and category arrangements in realistic environments

Visualize, collaborate, and test your category, brand and product ideas – safe and easy

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Identify crucial touchpoints. Optimize the customer journey for maximum conversion

Test concepts, retail media, enhanced content, and category arrangements in realistic environments

Visualize, collaborate, and test your category, brand and product ideas – safe and easy

eye square | In-Store Research

Elevating the In-Store Shopper Experience

Understanding the In-Store Shopper is difficult​​​

Shoppers’ decisions are faster & more fragmented than ever.

Despite the digital influence, the store remains where most purchases are made.

That’s why eye square brings together psychology, technology, and 25 years of shopper expertise.​

Understanding the In-Store Shopper is difficult​​​

Shoppers’ decisions are faster & more fragmented than ever.

Despite the digital influence, the store remains where most purchases are made.

That’s why eye square brings together psychology, technology, and 25 years of shopper expertise.​

From navigation to checkout, we reveal how to make every in-store moment work harder for your brand of the digital shelf

From navigation to checkout, we reveal how to make every in-store moment work harder for your brand of the digital shelf

We see shopping as a human experience.

Our methods uncover perception, emotion, cognition, & behavior

→ to explain real shopper actions​

We see shopping as a human experience.

Our methods uncover perception, emotion, cognition, & behavior

→ to explain real shopper actions​

See through the shopper’s eyes to uncover what truly captures attention and drives action​​​

Eye Tracking captures real visual attention; where shoppers look, for how long, and what they miss

How?

Why?

Decoding Shopper Behavior and Driving Actionable Insights for 25+ Years

See through the shopper’s eyes to uncover what truly captures attention and drives action​​​

Eye Tracking captures real visual attention; where shoppers look, for how long, and what they miss

How?

Why?

Decoding Shopper Behavior and Driving Actionable Insights for 25+ Years

Driven ​ by a mission​

Driven ​ by a mission​

Building partnerships, growing success

Building partnerships, growing success

FAQ

Ready to supercharge your Digital Shelf?

Let’s boost visibility, engagement, and sales for your brand​

Felix Metger

Vice President Shopper Research

Chrissy Love

US Vice President Shopper Research

Digital Commerce Research

Services

Digital Commerce Research

Services

Elevating the
In-Store Shopper Experience

Understanding the In-Store Shopper is difficult

That’s why eye square brings together psychology, technology, and 25 years of shopper expertise.

Understanding the
In-Store Shopper is difficult

That’s why eye square brings together psychology, technology, and 25 years of shopper expertise.

→ to explain real shopper actions

→ to explain real shopper actions

See through the shopper’s eyes to uncover what truly captures attention and drives action

Decoding Shopper Behavior and Driving Actionable Insights for
 25+ Years

See through the shopper’s eyes to uncover what truly captures attention and drives action

Decoding Shopper Behavior and Driving Actionable Insights for  25+ Years

Driven
by a mission

Driven
by a mission

Building partnerships,
 growing success

Building partnerships,
 growing success

Ready to supercharge your
Digital Shelf?

Let’s boost visibility, engagement, and sales for your brand

Vice President
Shopper Research

US Vice President
Shopper Research