Field of Vision analysis uses a special set of glasses to capture and record what enters a shoppers field of vision. These glasses look like a normal pair of spectacles with clear lenses and have a tiny camera embedded in the “bridge”. The glasses are unobtrusive to the shoppers, who say that they are akin to wearing sunglasses but without the shading.

The camera is connected to a small Hi8 dv recorder which hangs in a pouch around the waist of the shopper. They are totally at ease with it and quickly unaware of having it on.

Field of Vision analysis is a rich qualitative methodology that allows clients to understand more about what comes into a shoppers field of vision and how they react to those messages.

When Field of Vision analysis is combined with other aspects of Shopper Dynamics we are able to obtain richer insight as to how the needs and occasions of a shopper affect what they see and how they react.

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