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Nunwood Videos to Probe the Shopper's Subconscious
UK-based agency Nunwood has added in-store video observation to its shopper insight offer, with the aim of more effectively evaluating subconscious behaviour traits.
Ian Addie, Senior Retail Consultant explained that video cameras can be set up in-store and left running for an extended period of time, and added that this provides a representative sample of individual shopper observations and makes it possible to capture and analyse nuances of in-store behaviour.
Addie said that the approach allows the firm to examine the interactions between shoppers and the shopping environment: 'Much of what we do, and don't do in a store environment is not a conscious decision, and getting to the bottom of an effective evaluation of retail environments in order to maximise their leverage potential for sales necessitates approaches which not only collect the views of shoppers but also evaluate their behaviours.'
Nunwood's shopper insight division examines drivers of store choice, store environment evaluation, category range reviews, category price architecture and PoP evaluation. As well as the Leeds head office, Nunwood also has operations in London and New York and employs more than 120 staff. First quarter revenues were up by 78% (www.mrweb.com/drno/news657.htm ). The firm is online at www.nunwood.com .
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