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Neuroscience for Shopper Studies

  • October 26, 2022

Are you tired of Shopping Studies with inconclusive results?

Observing shoppers in a study to predict future behaviors is fraught with difficulty.

By simply setting up the experience and requesting feedback one creates an unnatural environment! And it can be so frustrating to spend all that time and money without clear indicators of how to improve the customer experience (CX).

Well, it’s not the shoppers’ fault you don't have clarity on how to make CX rock. Observation bias and imprecise self-reports make it nearly impossible to understand what shoppers really value.

It’s not the shoppers' fault that they can’t the parts of the shopping journey they love according to Nobel prize winner Daniel Kahneman. So when a study coordinator asks them how feel about something– they lie. Not because they mean to. But because the human brain is not able to consciously report our unconscious emotional responses with any accuracy.

You wouldn’t ask your stomach to tell you how’s it’s been digesting lately or ask your liver if it liked that steak last night! And equally so – we cannot expect to consciously understand what our unconscious brains are doing.

If you want to really know what people love during a shopping experience, you need to measure brains directly.

Sounds complicated? Don’t worry. Lively makes it easy.


How can Lively predict the impact of customer experiences in-store with over 80% accuracy?

Lively is the personal neuroscience platform you use as you conduct customer experience research.

Lively, powered by the neuroscience technology of Immersion, is like hooking up a speedometer to shoppers’ brains without ever interrupting the natural flow of their shopping experience. You will see second-by-second data showing the parts of the shopping experience that consumers love and what frustrates them.

Lively’s objective, predictive, and granular measures give you the confidence to modify CX to increase enjoyment and purchases. Lively's metrics are scientifically proven to predict future behaviors, including purchases and social shares, by over 80%.

That’s right. No longer will someone tell you their favorite brand of whiskey and go back to buying the regular stuff.

With Lively – you will know for certain what sparked a connection in customers’ brains that caused a purchase.


How do you use Lively to optimize Shopper Studies?

Simple. Lively measures the value the brain gets from customer experiences.

This state is called Immersion and was discovered by our founders. Immersion induces the audiences' brains to release the attachment neurochemical oxytocin.

Very science-y, we know. But stay with us . .

"Oxytocin increases perceptions of brand competence ... and participants are willing to pay more for branded products through its effect on brand competence. says published scientific research.1


The release of oxytocin forms a physiologic attachment to shopping. In other words, it causes people to fall in love with the experience -- and purchase more.

Lively measures immersion in real-time, second-by-second, so you can optimize CX to wow customers. Every time.

When shoppers experience immersion – you know for sure that the experience is not only enjoyable, but creates a desire to shop again, increasing customer lifetime value.


How do you use Lively?

It is so simple. You set up CX study and invite participants to wear a fitness sensor. Give each participant a camera as the Lively platform that will sync what they are doing with their immersion data.

You, and your client, can visually determine what parts of the experience amaze shoppers and which parts need improvement. For example, a large retailer found that the liquor aisle was the most immersive part of shopping so they moved this to the front of the store to create an immersion halo for the remainder of the shopping journey.

You and your team log into the Lively platform and watch the data in real-time to understand how much brains are immersed during shopping. You can add notes in real time to identify when interesting things happen for further study such as when a customer is approached by sales staff.

At the end of the experience, Lively gives you a full, downloadable report of the moments of high and low immersion. The platform does all the work for you so you do not have to review hours of data to identify where to make changes.

With Lively – you have data that definitively explains what people love about shopping (and what they didn't). The clear and objective data is exactly what you need to make CX extraordinary and drive up sales.

How do you get started?

Want to use Lively in your next CX study to get clear, actionable next steps?

Drop us a note today for a free demo to see how easy it is to use Lively at your next event.




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2: Kahneman, D., & Snell, J. (1992). Predicting a changing taste: Do people know what they will like?. Journal of Behavioral Decision Making, 5(3), 187-200.

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The Science of Immersion

Learn more about how Immersion can predict information recall and audience actions with over 85% accuracy

We have done 20 years of science on this stuff, and know that we identify the exact moments people will remember and even predict if people will change their behavior based on an experience.