Bild på datorskärm

Eye tracking

In an eye tracking-test an advanced camera measures eye movements across a screen. The screen can be a computer screen, tablet or smartphone. The test person gets a job to perform, for example, to buy something in an On Line Shop or to look at a flyer. After the eye tracking-test there is an interview. By combining eye tracking and interview we get an overall picture of the experience in front of the screen.

Informationsdisk i butiksmiljö


The Retail Lab's info-shelf consists of an RFID reader* and a computer. All products in the shop are tagged with RFID tags *, which has posted a variety of information. When the test person adds an item at the info-shelf, the product's information is shown on the screen. The information may consist of text, images or/and video. There you can then make different choices, such as buying goods, launch a product guide to help with the purchase, etc.

Bild på datorskärm

Virtual Dressing Room - Magic Mirror

Our Magic Mirror consists of a Kinect-reader** and a TV screen. You get in front of the TV screen and can, by moving and choosing different items, try on clothes, bags, etc. from the TV screen.

** Kinect - Microsoft’s motion sensor add-on for the Xbox 360 gaming console. The device provides a natural user interface (NUI) that allows users to interact intuitively and without any intermediary device, such as a controller.

Some more experiments conducted in the Retail Lab:

IT-tool for the in-store-customer

We have developed an IT-tool to support the customer in their in-store-purchase. The customer can for example use it as a help in the purchase of complex products which require more information about the product to determine what is appropriate purchase.

Pop-up store

In our tests in a pop-up store is the ability to shield the Lab off and do tests of purchasing behaviour in imaginary situations or perform tests outside the University to an existing shop where we build up a pop-up store.


 We are constantly developing new versions of our tests and welcomes new ideas. Please contact us if you are interested in testing with us.

* RFID - Radio Frequency Identification, is now a common term used to describe a technology that uses radio frequency waves to automatically identify objects and gather information. RFID tags can be described as a product DNA which can be supplied with various types of information that is unique to the particular article.

Woman holding a smartphone towards a computer screeen

Two women, one measuring the other