Unlocking Business Growth in Retail with Biometric Research
In today’s evolving retail landscape, success hinges not only on the quality of offerings and products but also on the customer experience that retailers deliver. As customers navigate physical and digital stores, their decisions are influenced by a myriad of cognitive and emotional factors. Understanding customers and the factors influencing their behavior is a key path to success and revenue growth.
However, a deep understanding of customers requires much more than analyzing their likes and clicks. Imagine knowing the emotional impact of your store layout, your marketing campaign, or even the design of your product and how those emotions impact your customers’ decision-making process. That is the power of biometric research in retail.
What Is Biometric Research?
Biometric research is the process of delving into the conscious and subconscious mind and analyzing customers’ physiological responses and the factors influencing customers' decisions.
A wide range of biometric sensors can be utilized in various contexts and environments to capture physiological responses in real time, offering insights into customers' brain activity, emotions and engagement levels. Examples of biometric sensors include:
Eye Tracking
Eye tracking is used to measure and analyze patterns of visual attention. It enables real-time monitoring of individuals’ gaze points, the duration of their fixations on specific visual stimuli and the trajectory of their eye movements. It’s a valuable tool for understanding the intricate mechanisms underlying visual attention and information processing. Companies can adopt qualitative eye-tracking studies using small sample sizes that can fit into tight development timelines and target specific interface components, while simultaneously supporting larger-scale eye-tracking studies to gain a holistic view of the entire product experience.
Electroencephalography (EEG)
EEG measures electrical activity in the brain. When neurons in the brain are active, they emit a small electric current. Using sensors placed on the human scalp, EEG can detect these signals and provide insights into various aspects of brain function, including brainwaves categorized into frequency bands associated with different cognitive states. For example, alpha waves indicate a relaxed but awake state, while delta waves are observed during deep sleep. Since EEG can detect changes in brain activity milliseconds after they occur, it enables researchers to interpret associated user experiences in real time. It’s also possible to identify the general location of EEG signals. All this data provides crucial insights into customers' cognitive experiences, revealing whether interactions are seamless or cognitively demanding, highly engaging or less captivating. These insights offer clear direction on areas needing improvement, ensuring that each touchpoint is optimized for maximum customer satisfaction and engagement.
Electrodermal Activity (EDA)
EDA measures the electrical conductance of the skin, often referred to as the skin’s “sweat response” or “galvanic skin response (GSR).” Measurements of EDA include both skin conductance level (SCL) and rapid phasic components, which can be indicators of physiological or psychological arousal. In simpler terms, it records how much a person is sweating, which can vary based on emotional states such as stress, excitement or anxiety. In a commercial context, measuring EDA is valuable for assessing consumers’ emotional reactions and predicting their decision-making processes based on their level of arousal. Importantly, measurements of EDA can reveal these responses even when people are not consciously aware of them.
These powerful tools go beyond satisfaction ratings and reveal untold stories about customers’ experiences.
Case Study: Luxury Watch Brand
In a collaboration with a luxury watch brand, our objective was to determine which product pages and exploration methods were the most emotionally engaging and impactful for its customers. The brand was considering a significant investment in 3D presentation technology, believing it would elevate user engagement. To assess this, we conducted a biometric experiment to measure customers' reactions and engagement levels with different exploration modes. We carefully defined the target audience and recruited participants who matched this demographic.
Our biometric research involved several steps, including:
- Biometric Sensors Setup: We equipped participants with EEG and GSR devices while ensuring their comfort.
- Eye-Tracking Calibration and Baselines: Eye-tracking calibration was performed by having participants follow a moving dot on the screen. Subsequently, a 90-second relaxing video was shown to establish GSR baseline levels, and then a resting-state EEG baseline was recorded as participants focused on a circle on the screen for 60 seconds.
- Performing Tasks and Recording Data: Participants were asked to explore different product pages, each presenting a different mode of product exploration.
The results of our biometric experiments, which analyzed heart rate, skin conductance and brain activity, revealed that 3D presentations did not generate the high engagement levels anticipated. Instead, we identified alternative strategies, such as high-quality imagery and interactive storytelling, which proved more effective in capturing user interest and eliciting positive emotional responses. By providing these insights, we helped the client avoid a costly investment in a less effective solution. We directed them towards more impactful and cost-efficient methods, ultimately saving money and enhancing their online customer experience.
Case Study: Home Improvement Retailer
In another project involving a home improvement retailer, we conducted a comprehensive assessment of the end-to-end journey of its website. Through biometric analysis, we identified specific areas of the website characterized by high cognitive load, decreased user engagement and elevated stress levels among visitors, particularly during the checkout process. Armed with these insights, we formulated targeted improvement recommendations to streamline the user experience and reduce friction points. By implementing the recommendations, the client successfully reduced stress levels during checkout by 15%. Additionally, implementing these enhancements led to a remarkable 20% increase in the conversion rate, demonstrating the tangible impact of leveraging biometric research to optimize the user journey and drive business outcomes.
Infinite Possibilities for Boundless Growth Potential
In an era when every interaction is a chance to forge lasting connections with customers, biometric research is a window of opportunity for creating emotionally engaging experiences.
The application of biometric research extends far beyond digital products and platforms, encompassing a wide range of contexts making the potential use cases limitless. Whether it's understanding customers' reactions to a new clothing line, evaluating the effectiveness of store layouts in driving foot traffic, or gauging the emotional impact of packaging designs on consumer perception, biometric research taps into the human brain and offers insights that can inform retailers’ strategic decision making and drive significant improvements in key performance metrics and tangible business results.
Beyond direct financial gains, adopting an approach facilitated by biometric research insights could lead retailers to craft more effective marketing strategies and to enhance customer experiences, resulting in boundless opportunities for growth and innovation.
Learn more about our work in retail.
