Researchers from the Polytechnic University of Valencia (East) published the study in the Journal of Virtual Reality as part of the European neuroeconomic project Rhumbo.
Equipped with devices such as eye-tracking cameras or motion sensors, they have developed a highly realistic virtual store where participants can move freely to explore and purchase the building.
“With these devices, we were able to capture in real time how they look at products, how they move their hands and head, how they move around the store… In short, we analyzed the subconscious behavior of each customer and found a set of common patterns per age. and gender,” explains study coordinator Jaime Guixeres.
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57 people attended and they all solved three tasks in two different shopping situations: in one situation they moved freely around the store; in the others they had to search for specific products.
We collect information such as length of stay in store, degree of interaction with products and number of products viewed, predicting the age and gender of attendees, for example,” added Guixeres.
In the results, the researchers note that at higher speeds, men see more of the screen and take up more space, while women stay longer at each stop and identify areas of interest more quickly.
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In terms of age, teenagers move through the store faster and use more products, while adults are more selective about their appearance and stop more per minute to find relevant information in the store.
The study validates virtual reality’s ability to collect information about people’s behavioral responses to purchases and how this information can be used to determine traits, in this case, such as age and gender.
“This information gives brands the ability to analyze which parts of a hypothetical online store could be more personalized based on customer demographics to personalize products, improve the shopping experience and ultimately drive sales,” says Guixeres.
Source: Ultimahora
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Karen Clayton is a seasoned journalist and author at The Nation Update, with a focus on world news and current events. She has a background in international relations, which gives her a deep understanding of the political, economic and social factors that shape the global landscape. She writes about a wide range of topics, including conflicts, political upheavals, and economic trends, as well as humanitarian crisis and human rights issues.
