TNS Magasin library

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FAQs

I invest lots of money in consumer research? Why do I need to understand the shopper as well?

The needs of shoppers and consumers are fundamentally different — and it is the shopper who will buy your product, not the consumer.

What experience does TNS Magasin have?

We have been filming and eye tracking in retail for 15 years. We know what to measure — and why it is important — and we have benchmarks, case histories and success stories to back up our claims. That’s why our clients rely on us for unequalled shopper consultancy and training.

What about your fieldwork team?

With 15 years’ experience, our team members have encountered all the challenges out there and know how to overcome them — or avoid them in the first place!

Lots of people offer eye tracking. What’s different about yours?

TNS Magasin eye tracking equipment projects an infra-red beam onto the retina to track the shopper’s eye movements and fixations. Inferior apparatus simply records the whole field of vision so does not reveal what, within that, attracts attention.

Where can you use eye tracking equipment?

Anywhere there are shoppers — superstores, convenience stores, forecourts, bars, nightclubs, fast food restaurants, online — the list is long.

Surely people behave differently when they are wearing the Eye Tracking glasses?

They feel self-conscious at first, yes. But because eye movements are beyond our conscious control, this does not affect the results.

Why do you not just report back to clients with your research data?

Modern businesses are awash with data and information. We offer actionable insights that inform progressive strategies and drive businesses forward.