Eye Pupil Dilation Measurement for Digital Consumer Satisfaction

The research aimed to develop a framework for immersive user experiences applicable in a range of disciplines through the use of mobile eye tracking technology by establishing partnerships with retailers, academics and industry to design more seamless interfaces between users and the Internet of Things. This cross-sector research focused on consumer satisfaction, consumer experience, based on a body of marketing theory, within a wider remit of user interface, technology, innovation and creativity. Detailed analysis was been made on fourteen shopping journeys, leading to actual purchases.  These allowed observations of potentially significant characteristics. Some distinctive shopper “types” were observed, pointing to possible ways of developing a mobile consumers market segmentation.  Some similarities and some differences are observed between male and female consumers.  Potential impacts on app design were explored and links made with the data accessible to the retailer. 

Collaborative Partners

Pentland Brands Ltd

Outputs

Tupikovskaja-Omovie, Z. and Tyler, D. (2020).  Eye Tracking Technology to Audit Google Analytics: Analysing Digital Consumer Shopping Journey in Fashion m-Retail. International Journal of Information Management, online 23 December 2020, 102294

Tupikovskaja-Omovie, Z., Tyler, D. J. (2020). Clustering Consumers’ Shopping Journeys: Eye Tracking Fashion m-Retail. Journal of Fashion Marketing and Management. Vol. 24 No. 3, pp. 381-398. 

Tupikovskaja-Omovie, Z. and Tyler, D. (2020). Mobile Consumer Behavior in Fashion m-Retail: An Eye Tracking Study to Understand Gender Differences. In Symposium on Eye Tracking Research and Applications (ETRA ’20 Adjunct), Stuttgart, Germany, 2/6/2020-5/6/2020.

Tupikovskaja-Omovie, Z. (2020). Researching Mobile Consumer Behaviour Using Eye Tracking & Mixed Methods. In: SAGE Research Methods Video: Market Research. SAGE, London.

Tupikovskaja-Omovie, Z., Tyler, D. J. (2019). Mobile Consumers’ Shopping Journey Types: Eye Tracking Digital User Behaviour Patterns in Fashion m-retail. In: AM2019: The 52nd Academy of Marketing Conference ‘When you tire of marketing you tire of life’. London, UK, 4/7/2019.

Tupikovskaja-Omovie, Z., Tyler, D. J. (2018). Mobile Consumer Shopping Journey in Fashion Retail: Eye Tracking Mobile Apps and Websites. In: ETRA 2018: The 10th ACM Symposium on Eye Tracking Research & Application. Warsaw, Poland, 14/6/2018. 

Impact

The eye tracking data collection involved 14 participants, consisting of 7 females and 7 males, all Speedo customers. Some distinctive shopper “types” have been observed, pointing to possible ways of developing a mobile consumer’s market segmentation. This has potential impacts on the way mobile websites are designed. Some similarities and some differences are observed between male and female consumers. This also has potential impacts on website design. Shopping journeys as constructed from eye tracking experiments and Google Analytics have been documented, with significant differences. Some of this may be due to the browsers in use. Google Analytics can be used to develop a market segmentation model, but this should only be used cautiously to steer design. A short report has been written for Pentland Brands, detailing strengths, weaknesses and recommendations for their web site.  Conference presentations and two journal papers have been published as academic deliverables. Project proposals have been prepared to take this work forward, but as yet are unfunded.

Funding

Creative Economy Engagement Fellowship (CEEF) awarded for this project. 80% funded by the Research Councils, 20% by Manchester Metropolitan University