Because much in store decision-making is system 1 and shoppers cannot accurately reflect on or predict their choices; they rationalise or guess. A human’s working memory only lasts for around 18 seconds. As a result, customers cannot accurately recall their actions when answering questions in traditional interviews.
With an unaccompanied shop, real customers are fitted with eye tracking glasses and are left to shop completely unaided, capturing natural behaviour. We then replay the footage of their trip to them to use as a probe during an interview. This process re-engages the working memory as they narrate every single action of their experience on screen and we uncover the real motivators behind their at shelf behaviour and decision-making process.