Shopper Research — POS Studies That Reveal Buying Behavior
55–70% of all purchase decisions are made at the point of sale. We measure why.
Your customers decide in 3 to 7 seconds which product ends up in their cart. Shopper research makes this moment measurable — through eye tracking, POS surveys, observation, and shelf tests right at the shelf. Our shopper insights reveal which factors actually trigger the reach for a product. Internationally deployable, with trained multilingual teams.
Request Shopper ResearchWhat Is Shopper Research — and Why Does It Determine Your Revenue?
Between 55 and 70 percent of all purchase decisions are made directly at the point of sale. Depending on the category, impulse purchases account for 40 to 80 percent. This means: What your customers do in front of the shelf matters more than any advertising campaign before it. Shopper research examines precisely this moment — in real time and at the actual location.
As a full-service institute, we cover the entire spectrum of POS research: POS surveys via CAPI interviews, gaze tracking at the shelf, shelf tests, accompanied shopping, and systematic observational studies. Our trained teams deliver shopper insights that put your instore marketing strategy on a data-driven foundation.
Decision time at the shelf is just 3 to 7 seconds. In this window, placement, packaging design, price, and POS materials determine purchase or non-purchase. Visual analysis objectively shows you where your customers look — and what they overlook. POS surveys provide the reasons behind it.
The trend is moving toward smart shelves, VR simulations, and AI-powered analysis of buying behavior. We combine proven field methods with innovative technologies — for shopper insights that remain relevant tomorrow.
Methods for Shopper Research and Instore Marketing
From eye tracking to accompanied shopping — we deploy the method that best answers your research question.
Eye Tracking at POS
Gaze tracking at the shelf, attention analysis for packaging and POS materials. The method delivers objective shopper insights into what your customers perceive in those critical 3–7 seconds — and what they miss. Ideal for packaging optimization and shelf design.
POS Surveys & Intercept Interviews
CAPI interviews directly at the point of sale: purchase motivations, brand preferences, satisfaction, and decision factors. Our interviewers are trained, unobtrusive, and target-group appropriate — across FMCG, retail, cosmetics, and more.
Shelf Tests & Shelf Optimization
How does your product perform in the shelf context? Shelf tests measure the visibility, findability, and purchase probability of your product compared to competitors. Combined with gaze analysis and surveys, shelf tests provide the basis for data-driven instore marketing decisions.
Accompanied Shopping & Observation
Researchers accompany shoppers through the entire purchase process, documenting decision moments, search behavior, and orientation patterns. Supplemented by frequency counts and path analysis, this creates a complete picture of buying behavior at the POS.
How Your Shopper Research Works
Four phases — one point of contact. From research question to reliable shopper insights.
Concept & Study Design
Together we define research objectives, target groups, and methodology. We develop the questionnaire, select POS locations, and plan the field deployment — including sample calculation, quota specifications, and scheduling.
Training & Briefing
Each interviewer and observer is individually trained for your project: questionnaire handling, approach, gaze tracking equipment, quota specifications, and location specifics. For international POS studies, we coordinate multilingual training.
Field Phase & Data Collection
Our teams collect shopper insights directly at the POS — via tablet interviews, gaze tracking, observation, or accompanied shopping. Field control and quality assurance run in real time. Initial results are visible in the live dashboard.
Reporting & Shopper Insights
You receive a structured results report with shopper insights, location comparisons, gaze analysis heatmaps, and concrete recommendations for your instore marketing. Dashboard access and results workshop optional.
Shopper Research to GDPR Standards and the General Market Research Code of Conduct
POS studies stand and fall with field quality. Working with untrained personnel and improvised questionnaires yields data noise rather than shopper insights — regardless of how many interviews are conducted. 55–70% of purchase decisions are made at POS — you need reliable data, not guesswork.
Our POS surveys and visual analysis studies are based on standardized survey instruments per GDPR and the general market research code of conduct, trained interviewers, and seamless field control. Every data set is checked for plausibility, every interview quality-assured.
The result: Reliable shopper insights that put your POS strategy and instore marketing on a data-driven foundation — and reveal concrete levers for revenue growth. Cross-industry: FMCG, retail, cosmetics, electronics, and more.
Your Advantages in Shopper Research with Eleono
- Full-service: concept, fieldwork, and shopper insights from one source
- Eye tracking, POS surveys, shelf tests, and accompanied shopping
- Trained interviewers — available nationwide and internationally
- Standardized methodology per GDPR and the general market research code of conduct for comparable results
- Industry expertise: FMCG, retail, cosmetics, electronics, DIY
- Real-time field control and live dashboard during data collection
Purchase Decisions at POS
Up to 70% of all purchase decisions are made directly at the point of sale. Shopper research makes these decision moments measurable.
Decision Time at the Shelf
Your customers decide at the shelf in 3 to 7 seconds. Gaze tracking shows what is perceived in this time window.
From Concept to Shopper Insight
Study design, fieldwork, visual analysis, and reporting — all from one source, one point of contact.
Frequently Asked Questions About Shopper Research & POS Studies
What is the difference between shopper research and traditional market research?
Shopper research collects data directly at the point of sale — where 55–70% of all purchase decisions are made. Unlike online surveys or telephone interviews, POS surveys and gaze tracking capture behavior in real time and in the actual purchase context. This makes shopper insights more immediate and practically relevant.
What methods are used in shopper research?
The most common methods are eye tracking at the shelf, POS surveys (CAPI interviews), shelf tests, observational studies, accompanied shopping, and frequency counts. We increasingly also deploy VR simulations and AI-powered analyses. The right method depends on your research question — we often combine multiple approaches.
What does a POS study cost?
Costs depend on the number of locations, sample size, chosen methodology, and geographic scope. A POS survey at one location with 200 interviews starts in the low four-figure range. Eye tracking studies and international multi-market projects are priced correspondingly higher. We create an individual quote for you.
How does eye tracking at the POS work?
In POS eye tracking, participants wear special glasses that record their gaze movements in real time. This shows which products, packaging, and POS materials attract attention in those critical 3–7 seconds — and which are overlooked. The results provide objective data for packaging design, shelf optimization, and instore marketing.
Which industries is shopper research suitable for?
Shopper research is suitable for all industries with in-store customer contact: FMCG (food, beverages, household goods), retail, cosmetics and drugstores, electronics, DIY, and automotive. The share of impulse purchases ranges from 40–80% depending on category — POS research pays off wherever this applies.
What is a shelf test?
A shelf test measures the visibility, findability, and purchase probability of your product in a real or simulated shelf environment. We test packaging designs, placements, and POS materials in direct competitive comparison — combined with gaze analysis and surveys for maximum insight.
Can POS studies also be conducted internationally?
Yes. We coordinate shopper research and POS surveys in multiple countries simultaneously — with local, native-speaking teams and unified methodology per GDPR and the general market research code of conduct. Centralized reporting makes shopper insights comparable across markets.
How quickly will I receive the results of a POS study?
You can see initial field data during the survey via the live dashboard. The final results report with shopper insights, gaze analysis heatmaps, and recommendations is typically available 2–3 weeks after completion of the field phase. Express reporting is available on request.
Ready for Data-Driven Shopper Insights?
55–70% of purchase decisions are made at POS. Talk to us about how shopper research puts your instore marketing strategy on a reliable foundation.
Request Shopper Research