• Any category
• Multi-aisle stores
• Multi-city projects
• Highly intuitive interface
• Smooth, realistic motion
• Total data integration
• Expert project management
• End-to-end research solutions

In 2005 three seasoned professionals in market research, eye tracking, and virtual reality simulations saw the deficiencies of contemporary approaches and sought to remedy them.

• Heavy, cumbersome equipment.
  
  
• Poor screen resolution.
  
  
• Jerky, jittery motion.
  
  
• Shoppers distracted by buttons they have to click on screen, thus corrupting the eye tracking data.
  
  
• Shoppers noting that the cursor has surprisingly jumped or “hopped” to an unexpected place, thus destroying the accuracy of both the eye notations and the dwell times.
  
  
• Separate sources of recorded data which have to be manually reconciled later (i.e., the eye tracking data and the shopper behavior data or “market basket”), leading to large gross error in the results. Inability to track the eyes of all respondents due to these problems.
  

• These game programmers knew well how to solve these problems, which were largely experiential and had more to do with the person-machine interface than with any inherent problems of programming.
  
  
• Instead of using a familiar market research platform, the programmers started from scratch with a game platform and simply added market research functions.
  
  
• The remaining problems dealing with data and analysis (e.g., the manual reconciling of separate data streams, insufficient sample, etc.) were fixed in due course as a result of the clean design of the new system.
  
  
• The clean design enabled us to create a truly integrated single dataset (combining the eye tracking dwell times and shopper’s actions, such as examining close-up or buying the product).