Retail analysis

We analyse and measure the user experience and behaviour of people, wherever a relationship develops between brands and people. It could be a store, a branch, a large-scale retail outlet, a totem or an ATM machine.

Interactions between people and brands
People’s experience is based on continuous interaction with the brand, its services and the different touchpoints. Analysis of feedback, in order to understand people’s expectations and reasons, does not only take place in digital environments but has potentially infinite applications.
TSW brings the approach and the tools of usability testing into real-world settings with the aid of wearable devices. This continually evolving technology can measure the attention of people acting in a physical space and their nervous system activity, given certain stimuli.

Our environmental analyses allow us to investigate a wide range of people’s real experiences, such as:

  • behaviour in stores and shopping centres
  • enjoyment of museums, theatres and stadiums
  • use of ATMs, information totems and automated counters
  • points of attention during a shopping experience
  • psycho-physiological response and absorbed attention in front of store windows
  • efficiency of product arrangement on shelves
  • behaviour of groups of people faced with different shelf layouts in large-scale retail shops or specialist retail shops
  • the experience produced by product packaging and unboxing

More generally, we can study people’s behaviour along the entire customer journey: the discovery of a product, the search for information in physical and digital places, the forming of an opinion and the development of the desire to purchase, the purchase itself and everything that happens after.

We can identify the most significant metrics in a specific use context: attention hotspots, distribution of attention between product and advertising, navigation funnels and conversion rates.

More generally, we can investigate the retail experiences of people from different angles by answering these questions:


  • How do people interact in a retail environment?
  • Which areas of a store attract most attention? Which areas seem to be ignored?
  • What are the most significant paths? How does signage enter into the equation?
  • Which areas of the store attract most interest?
  • How fast and how effectively do the communication materials attract attention?
  • Which visual content has the greatest impact on sales?


  • How much do TVs, electronic panels and totems attract attention?
  • How much are they used and what information do people acquire?
  • How much are the retailer’s proprietary applications used in-store? How do they interact with the purchase?

With their extreme lightness, ease of use and ability to accurately collect data, the “wearable” tools that we use allow us to test interactions with mobile devices such as smartphones and tablets, and can be used in combination with psycho-physiological detection instruments.


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With people’s Experiences

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