Tracking the consumer

Siebert Head is working with analysts from ID Magasin on developing a new consumer tracking system. The system is called PackTrack and monitors consumers’ choices using a combination of covert in-store camera surveillance, individual interviews with consumers at point-of-purchase and subsequent eye-tracking tests. The system “builds a detailed profile of the precise factors which influence the process of choice and selection,” says a spokeswoman for both groups. PackTrack will be offered to Siebert Head clients as an additional service.

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