The team from ABC TV’s How can we help recently asked eyetracker’s Peter Brawn to help them uncover how the design and layout of a supermarket influences how we shop.

The Mobile Eye which is ideal for live shopper studies was selected to demonstrate how the eye responds to both the subtle and obvious marketing ploys that supermarkets use to make us buy more.

The show’s host Peter Rowsthorn was fitted with the Mobile Eye which tracked his eye movements, monitoring where he looked as he shopped.

Eye tracking studies show how shoppers are influenced by promotions and displays, particularly at the end of the aisles and at the checkout. Likewise studies clearly demonstrate how items placed in our line of sight quickly grab our attention, while other items placed on high or low shelves find it really hard to get noticed.

The data generated from the studies like this help supermarkets determine where the eye is drawn and hence position products and signage to grab attention.

The findings from live shopper studies are being used to shape strategies in product design and packaging, product placement and POS.

The episode featuring the Mobile Eye is being screened on the ABC on Friday 18 July, 2008. Details of the program are also available from the How can we help website.

Contact us for more information about the Mobile Eye and Live Shopper Studies.