Want to really see what your shoppers see at shelf? Understand how they actually make decisions and how your marketing impacts at Point of Sale?
The 'old way' had issues with moderator probes taking away from actual experience. The 'newer ways' can typically lack the 'explore and understand' component that marketers also want. Ruby now has a solution that can give you the depth of traditional and the bias free decision making at shelf combined.
A rich, robust qualitative tool for getting closer to the ZMOT (Zero Moment of Truth) to deepen our shopper insights, behavioural problems and experiences in-store.
ShopperEyz gets our clients closer to the shopper ZMOT. Using behavioural science and the latest in wearable tech for a more accurate, realistic shop along experience. The method allows us to blend the best of both the 'old' and the 'new' — combining deep qualitative exploration and behavioural science to not only observe the 'in the moment' latent behaviours in and around the store and the shelf, but to understand them as well, unlocking better shopper insight for our clients.
Provides an eye-level view of the shopper journey as they navigate the store layout — capturing route, looks to signage, and glances and attention capture driven by disruption as they traverse in-store for their product of choice.
At shelf we capture the natural 'zoom' behaviours as shoppers scan, stop and lean in to read and review packaging, providing a lens to further explore and understand behaviour at the shelf.
All footage is supplemented with audio of shopper exploration and decision making — usually very naturally as they tend to forget anyone is listening as they are in their own world.
'Watch Back' approaches allow us to review footage with the shopper to explore and discuss the latent behaviours they may not even be aware of themselves. This method benefits from tight briefs and clear shopper missions.
Ruby ShopperEyz is a qualitative tool with audio and video outputs. The tech itself is a discreet HD video recording eyewear similar to that used by covert surveillance specialists and extreme sports enthusiasts. For research purposes it is a simple, friendly 'push button' device that consumers find very comfortable and easy to use.
Ruby ShopperEyz does not capture quantitative eye tracking data — we have a separate product, Ruby Eyetrack, for that. However, eye tracking is much more expensive to deliver and the outputs are more quantitative in nature.
Ruby ShopperEyz provides the 'closest to real' access to natural shopper behaviour to help you:
Ready to get closer to the real shopper decision? Ruby Cha Cha's ShopperEyz methodology gives you a genuine, bias-free window into what happens at shelf.
Talk to our team about how shopper research can improve your ranging, packaging and in-store activation strategy.
Get in touchShopper research is the study of how people behave in retail environments — in-store and online — from the moment they enter a category to the point of purchase. It uncovers the real decisions, hesitations and triggers that shape buying behaviour, giving brands and retailers the insight to improve ranging, packaging, POS and the overall path to purchase.
Ruby ShopperEyz is a proprietary qualitative shopper research tool that uses wearable HD video eyewear to capture an eye-level view of the shopper journey in-store. It blends natural behavioural observation with deep qualitative exploration, providing a bias-free, in-the-moment record of how shoppers navigate the store, engage with shelf, and make purchase decisions — without the interference of a traditional accompanied shop along.
Traditional shop alongs are often influenced by the presence of a moderator — respondents may alter their behaviour when they know they are being watched or prompted. Ruby ShopperEyz removes this bias by allowing shoppers to navigate the store unaccompanied, with footage reviewed and discussed afterwards in a Watch Back session. This captures more natural, authentic behaviour than traditional methods.
The Zero Moment of Truth (ZMOT) is the critical decision-making moment that occurs before a shopper physically reaches for a product. It encompasses their research, awareness and pre-purchase mindset. Ruby ShopperEyz is designed to help brands get as close as possible to this moment by observing the complete in-store journey — from store entry through to product selection.
Ruby Cha Cha offers a range of shopper research methods including Ruby ShopperEyz (wearable tech shop alongs), accompanied shopping, in-store observation, online community shopper missions, and homework tasks for groups or workshops. Each approach can be used standalone or combined as part of a broader qualitative research program.
