Three ways how to measure consumer behavior
1) Measure eating behaviors and consumers likes and dislikes
One way to measure consumer behavior is to record eating behaviors on video, and examine their food preferences.
For example, Gertrude Zeinstra from Wageningen University & Research recorded children as they sampled seven liquids:
- apple juice
- sauerkraut juice
- beetroot juice
- asparagus solution
- skim milk
- a general sweet solution
- a general bitter solution
She used the dome cameras in the Restaurant of the Future in Wageningen, The Netherlands to unobtrusively observe their reactions to the different drinks. Zeinstra’s pilot-study was designed to investigate if facial expressions are an accurate and suitable method to assess food preferences in school-aged children.
2) The individual consumer coached by their own smart phone
For many consumers, it seems to be difficult to make healthy meal choices.
The FOVEA – Food Valley Eating Advisor project partners are working on the FOVEA system which gives the user immediate feedback on their food selection on their smart phone! In the FOVEA project, the pilot study used smart phones to give direct feedback about the food choices that the participants made. Researchers in the FOVEA project plan to use this pilot study to gain more insight into the selection behaviors of consumers.
3) Measuring shopping behavior using mobile technology
A spectacles camera, head mounted eye tracker or eye tracking glasses can be used as exploration instruments in a shopping mall. Researchers, and marketers, want to observe how shoppers move through malls and the displays they look at in retail stores.
Wilfinger, Weiss, and Tscheligi’s study employed mobile technology for this examination of shopping behavior. The results allowed the researchers and marketers to change display strategies by understanding shoppers’ behaviors. They were quite enthusiastic about the new application of this mobile technology. The researchers chose to use the spectacles camera, due to it’s a cost-effectiveness. The results indicated four primary behavior patterns, including the ambient shopper, the hunter, the observer and the speedshopper! Wouldn’t it be great to learn about consumer navigation strategies in a mall and then to be able to display product better so your products attract more attention?
Would you like to learn more?
These are just three examples of how to measure consumer behavior. You can find more information about tools for research on consumer behavior research here or download the free paper 'How to build a usability lab' which contains practical tips, equipments lists, and much more.