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The Eyes Have It: Marketers Now Track Shoppers’ Retinas

Published on July 12, 2012
by Emily Glazer

Consumer-products companies are turning to new technology to overcome the biggest obstacle to learning what shoppers really think: What the shoppers say.

It turns out consumers aren’t a very reliable source of information about their own preferences. Academic research has shown focus-group subjects try to please their testers and overestimate their interest in products, making it hard to get a read on what works. But getting testing right is crucial for consumer-products companies because they ship high volumes and lack direct contact with shoppers.

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