There is an increasing preference for observational research which includes ergonomics,
which measures the physical posture or muscle load of users, and ethnography,
which observes the everyday lives of customers, over methods that reflect the intentions of the customer such as surveys and interviews.
This is because observation and measurement in natural real-life situations is more neutral than the words of customers, and objective analysis is possible through numerical measurements.
There is a wide variety of these observational research methods, from counting the number of customers visiting a store to measuring the speed of the movement of a finger tapping a smartphone.
As such, a wide variety of observation equipment and analysis methods are required.
In-depth Analysis
of Customer Behavior
Entry and exit numbers are not enough to understand the behavior of customers inside the store.
Detailed observations are required to find out how long customers stayed at a specific shelf, which direction they came from, their shopping paths, and if they visited alone or with others.
Additional information such as which products the customers touched, tried, put into their carts, and how long and where they communicated with assistants can be very important in forming a sales strategy within the store.
Obtaining this kind of information by simply estimating customer traffic through data like Wi-Fi connection signals is not possible.
It requires concentrated observation through the installation of multiple cameras.
Precise Measurement
of Customer Behavior
Knowing what customers look at also requires observation.
Gaze tracking is a method that enables the measurement of how customers perceive POP displays in stores, advertisement boards on the streets, signage, and product packaging.
Systematic Coding
of Behavior Data
The customer behavior that has been observed needs to be coded in a systematic and detailed way.
From customer types to target products, types of events occurred and their times, and detailed actions and interactions of customers, customer behavior data allows you to discover relationships that would have been overlooked if only observation had been used.
Intuitive Visualization
of Customer Behavior
Intuitive visualizations allow you to understand customer behavior at a glance. Discover hidden insights through visualized data optimized by type, location, and time.
