Wrong Valentine’s Day gift? Find out more about men’s shopping behavior

February 17, 2015 – EyeSee, a European high-tech market research company, conducted a study on men’s shopping behavior while they search for Valentine’s Day gifts.

Although Valentine’s Day is supposed to be a celebration of love, it can be a real nightmare for men choosing the perfect present for their significant other. According to the National Retail Federation[1], the total Valentine’s Day spending this year was $18.9 billion, with male reported spending double that reported by women. This skewed financial output is not surprising given that 53% of women said they would end their relationship if they did not receive something for Valentine’s Day. Sounds like more than enough reasons to look through the eyes of men while they shop for typical Valentine’s Day gifts!

EyeSee, conducted an eye tracking study in order to understand how in store communication influences purchase behavior while shopping for Valentine’s Day gifts. They recruited +30 respondents (mainly male). During a virtual shopping trip, respondents were exposed to images of a standard shop environment such, as perfumes (cf. picture below), while their eye movements were tracked by web cams. Below you will find the interesting results!

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Heatmap of eye tracking results – red high attention, green low attention

More than 30% of shoppers are subliminally impacted by in store advertisements

About 80% of the shoppers notice the in store adverts. 1 out of 4 respondents inspects the advert thoroughly. This almost always leads to a higher consideration of the product. 33% of all shoppers look at the adverts so quickly that they are not even aware of them. However, subliminal processing of adverts has a significant impact! About 20% of the shoppers who unconsciously processed the advert (unaware of seeing it) considered purchasing the product significantly longer.

Celebrity ads can increase consideration to buy a product by more than 25%!

EyeSee’s study has shown that not all in store communication is the same. For instance, the well know campaign with Julia Roberts (cf. picture – 3rd ad from the right) attracts approximately 60% longer attention[2] than the ad of Giorgio Armani (cf. ad on the left of Julia Roberts’ ad). Adverts with celebrities are noticed significantly more than adverts displaying only the product (cf. Guerlain). Well known celebrities impact our purchase behavior – the brand advertised by Julia Roberts is considered 25% longer than other products with similar location on the shelf.

What if you cannot afford a shot with Julia Roberts?

In case your company can not afford Julia Roberts, your sales can still be increased by outstanding package design. The study has also shown that 1) clear images or drawings on the package or 2) a block of products in the same color can attract considerable attention!

About EyeSee – online eye tracking and facial coding

EyeSee is a cutting edge market research company that maximizes the effect of marketing communication with online eye tracking and facial coding. With eye tracking they track people’s eyes to know what they have seen and facial coding measures emotions through facial expressions.The tech Market Research firm has developed an online, webcam-based eye tracking platform to track people’s eyes with their laptop and webcam at home. This innovative approach is faster (a few days), scalable (quantitative and global) and more cost-effective (3 times) than conventional solutions. The experienced research team convert the obtained data into actionable insights.

EyeSee is based in the United States (NYC), Belgium and Serbia and works for leading brands in retail, FMCG, Telco and banking industries, as well as for leading market research agencies.

[1] https://nrf.com/media/press-releases/cupid-shower-americans-jewelry-candy-this-valentines-day

[2] Attention is measured by the time spent looking at the advert or product. The number ‘60%’ is adopted for the location of the advert or product – so it can be assumed independent from the location (middle, left, right).