How VR and eye-tracking can help you understand your customers

Usually, when you wants to find out where to place a product in a store (where in the building, which shelf, and how high), you either ask customers to carry out tests at home, or invite them to a mockup of a shop floor.It’s a time-consuming process, particularly if you have to take people to a physical location, and gives a limited insight into their decision-making – you can see what a person ultimately chose, but not the process that brought them there.In a project for Kellogg’s, Accenture and Qualcomm have shown how cutting-edge extended-reality (XR – a combination of virtual and augmented reality) and eye-tracking technology could change that, making it possible to see what captures the customer’s attention and leads them to make their choices.We spoke to Raffaella Camera, who is part of Accenture’s global Extended Reality Group, about the project. Camera and her team use XR to solve tough challenges in different parts of the value chain.