{"id":45486,"date":"2015-05-20T14:17:16","date_gmt":"2015-05-20T12:17:16","guid":{"rendered":"https:\/\/ipmark.com\/?p=45486"},"modified":"2015-05-20T14:17:16","modified_gmt":"2015-05-20T12:17:16","slug":"neuro-y-eye-tracking-nielsen-entra-en-el-cerebro-del-shopper","status":"publish","type":"post","link":"https:\/\/ipmark.com\/?p=45486","title":{"rendered":"Nielsen entra en el cerebro del shopper con Neuro y Eye Tracking"},"content":{"rendered":"
\"Francisco
Francisco Bernab\u00e9, marketing effectiveness director de Nielsen.<\/figcaption><\/figure>\n

\u00bfC\u00f3mo se comporta el shopper cuando entra en una tienda?, \u00bfqu\u00e9 siente, qu\u00e9 le impacta, qu\u00e9 le emociona? Inc\u00f3gnitas dif\u00edciles de responder. Cada cliente es diferente y tambi\u00e9n sus demandas y necesidades. Nielsen, consultora experta en investigaci\u00f3n de mercados, ha presentado dos herramientas que ayudan a comprender la conducta del consumidor y predecir sus actos: Nielsen Neuro y Eye Tracking.<\/p>\n

Las dos soluciones han elegido Tecnomarketing 2015 como marco para mostrar sus ventajas a los m\u00e1s de 350 profesionales del marketing y trade markentig, que acuden estos d\u00edas a Ifema para asistir al encuentro de AECOC.<\/p>\n

Neuro Nielsen, lanzada de forma global por la consultora en 2012, trabaja en entornos cerrados (laboratorios) para evitar las distorsiones del punto de venta y averiguar c\u00f3mo funciona el cerebro del comprador, a trav\u00e9s de sensores que leen impulsos el\u00e9ctricos, mediante un casco que coloca en la cabeza. Tambi\u00e9n mide el impacto visual de los productos<\/b>.<\/p>\n

Francisco Bernab\u00e9, marketing effectiveness director de Nielsen<\/b>, explica que un 80% de nuestras acciones son inconscientes. El consumidor es impredecible y decide en los primeros 500 milisegundos \u201cNo se trata tanto de ventas como de comunicaci\u00f3n, emoci\u00f3n y engagement del cliente\u201d. Una afirmaci\u00f3n, refrendada por Kriszti\u00e1n N\u00e9meth, director Client Service Neuro, que sit\u00faa el valor de esta herramienta en \u201cla medici\u00f3n del inter\u00e9s ganado por un producto o una marca, en la atenci\u00f3n que genera de forma instant\u00e1nea y en el mensaje de su publicidad\u201d.<\/p>\n

Para ello, Nielsen Neuro<\/b> eval\u00faa tres par\u00e1metros directos o primarios: memoria<\/b>, engagement<\/b> y atenci\u00f3n y otros tres indirectos o secundarios: intenci\u00f3n a la acci\u00f3n, comprensi\u00f3n y novedad. Combinando los seis obtiene resultados e identifica momentos cruciales del comportamiento del shopper<\/b>, como, por ejemplo, el hecho de que hay m\u00e1s engagement cuando ve por primera vez un producto.<\/p>\n

A vista de p\u00e1jaro<\/b><\/p>\n

\"Nielsen
Elena Acero, shopper research group manager de Nielsen.<\/figcaption><\/figure>\n

Por su parte, Eye Tracking es una herramienta de shopper intelligence<\/b>, que act\u00faa tanto en entornos cerrados como dentro de la propia tienda. Sigue al cliente en su recorrido y recoge sus movimientos conscientes e inconscientes (compra programada\/ compra impulso), coloc\u00e1ndole una gafas con un software, que produce unas manchas tecnol\u00f3gicas. De esta forma identifica las zonas calientes y las zonas fr\u00edas del lineal, as\u00ed como los efectos que generan los elementos promocionales, displays, g\u00f3ndolas, etc. Eval\u00faa tres KPI\u2019s: atracci\u00f3n, notoriedad y visibilidad.<\/p>\n

Elena Acero, shopper research group manager de Nielsen, advierte que es un sistema no intrusivo<\/b> pues, aunque navega con el shopper por el punto de venta, le deja plena libertad de movimientos. Su implementaci\u00f3n supone oportunidades ventajosas para los retailers que pueden adaptar la organizaci\u00f3n del surtido, disposici\u00f3n de lineales, etc y tambi\u00e9n para los proveedores que pueden descubrir de sus lanzamientos y productos est\u00e1n funcionando.<\/p>\n

Condis, Consum, DIA y Carrefour son algunas de las grandes cadenas de distribuci\u00f3n que han probado Eye Tracking en Espa\u00f1a. Por la parte de los fabricantes, Coca-Cola, Heineken, Danone y Lindt figuran entre las multinacionales de consumo que han probado su eficacia.<\/p>\n","protected":false},"excerpt":{"rendered":"

\u00bfC\u00f3mo se comporta el shopper cuando entra en una tienda?, \u00bfqu\u00e9 siente, qu\u00e9 le impacta, qu\u00e9 le emociona? Inc\u00f3gnitas dif\u00edciles<\/p>\n","protected":false},"author":21,"featured_media":0,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[44],"tags":[519],"class_list":["post-45486","post","type-post","status-publish","format-standard","hentry","category-marketing","tag-neuromarketing"],"acf":[],"yoast_head":"\nNeuro y Eye Tracking Nielsen cerebro shopper<\/title>\n<meta name=\"description\" content=\"Nielsen ha presentado dos herramientas que ayudan a comprender la conducta del consumidor y predecir sus actos: Nielsen Neuro y Eye Tracking.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/ipmark.com\/?p=45486\" \/>\n<meta property=\"og:locale\" content=\"es_ES\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Neuro y Eye 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