The in-store decision-making process

Poja Shams explains how the vision is used in the in-store decision-making process. Learn how eye-tracking research is conducted, what conclusions can be drawn from the research and what is important from a brand owner perspective. Poja Shams is an associate professor at Karlstad University and focused on visual attention in the customer´s decision-making process.


The Shopper Marketing article and film series from Ecolean shares interesting shopper insights from the FMCG world. We also share some tips on how to leverage packaging in the in-store battle.