SYS-CON MEDIA Authors: Carmen Gonzalez, Liz McMillan, Elizabeth White, Pat Romanski, Kevin Jackson

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Innovative Eyewear from PreTesting offers Fortune 500 Companies new Marketing Insights

Marketing Research Experts Continue to Surprise with New ShelfGaze Technology

TENAFLY, N.J., March 5, 2014 /PRNewswire/ -- PreTesting Group, a New Jersey based Marketing Research firm, is now offering a brand new expansion of their ShelfGaze consumer behavior tracking technology. The new expansion includes mobile package recognition software that allows completely passive testing of shoppers' behaviors in store, and will give brands an in-depth look into consumers' interaction with their products. 

Through PreTesting’s ShelfGaze technology, these seemingly ordinary eyeglasses capture valuable consumer insights while customers shop.

The expansion, coming in the form of a seemingly ordinary pair of eyeglasses, works by tracking volunteer shoppers' eye movements, measuring noting patterns, consideration, and other key insights. These insights can then be used by brands to discover the effect that packaging, location, and display have on the shoppers' behavior, and make adjustments to their packaging or in-store displays to increase exposure, and in turn, increase sales.

To gather these insights, PreTesting gives volunteer shoppers a pair of the eyeglasses and ask them to shop regularly; explaining only that their behaviors in the store will be tracked. For example, when a company that manufactures cleaning products recently came to PreTesting to find out what kind of exposure their products are getting in stores, PreTesting put the new ShelfGaze technology to work. After recruiting shoppers to wear the glasses while in the supermarket, PreTesting tracked shoppers' actions in the household products aisle, noting where they looked first, what products they looked at and touched, and ultimately, what products they purchased.  These shoppers were not told to shop for or look for a specific product, making the resulting data completely authentic.

In addition to ShelfGaze, PreTesting offers their clients, many of whom are Fortune 500 companies, a wide variety of other services that are innovating consumer behavior research. The most notable of these services, saccadic tracking (or saccadic e-motion), tracks micro-saccades, or small vibrations the eye makes when the brain wants more visual information. These mini-movements indicate how engaged a person is in what they're seeing, and are often used by advertising agencies to measure the success of commercials, advertisements, and brand packaging. 

By offering ShelfGaze, Saccadic E-Motion, and a wide variety of other testing mechanisms, Dan Morris, President of PreTesting, hopes to continue to offer brands a deep dive into the mind of their consumers, allowing them to continue to make products their customers love. "It's really a win-win," says Dan, "when you can help a brand have a better interaction with their consumer.  When a consumer enjoys their interaction with a brand, they get satisfaction from it. Their brand loyalty increases, and then that brand continues to grow."

To stay updated on ShelfGaze and PreTesting Group's innovations in the field of consumer behavior, or to find out how your brand can benefit from PreTesting's 360-approach to marketing insights, please visit www.pretesting.com.

Founded in 1983 by Lee Weinblatt, The PreTesting Group is the leader in real-world package and advertisement copy testing. The company offers a wide range of products and services designed to empower clients through superior methodology, excellent service and tailored-fit support. PreTesting group holds patents to some of the most important innovations to marketing and behavioral research, and continues to be on the leading edge of new technology in the sector. 

BBG Public Relations is a full-service communications firm located in Westchester, New York. Founded in 2007, BBG PR provides a wide range of public relations services to Small and Medium Businesses in the New York region. 

Photo - http://photos.prnewswire.com/prnh/20140305/NY66585

SOURCE PreTesting Group

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