Shopping behaviour analysis using eyetracking and EEG

This article presents a study of customer behaviour during the selection of products from the store shelf. There are many factors that can determine whether a particular product attracts shoppers' attention, such as shape and colour of the packaging, location on the shelf, price and brand. During this study we have created a store shelf with groceries that resembled a real life shopping experience. Furthermore, we have used eyetracking glasses and Emotiv EEG to record participants gaze and emotions during the process of shopping. We have analysed the behaviour of 14 participants (both men and women), and recognised how valuable is the addition of EEG device to such eyetracking study. Moreover, the usage of EEG enabled us to analyse basic emotions, i.e. to find factors that were frustrating for participants and could be improved in real life shops.