Eye-tracking research in UK petrol stations

A well-established fuel retailer wanted to carry out 30-minute interviews which consisted of an initial eye-tracking activity and a follow up interview. Our work involved recruiting particular B2C profiles to take part in research into purchasing habits in petrol stations. Respondents had to live within a certain distance of the stations where research had been scheduled and meet particular screening criteria set by the client. The main focus of the research was on how customers were drawn to particular product categories and various advertising spaces once they entered a petrol station. We recruited and screened in over 40 participants and arranged for the client to speak to them all.

Petrol station at dusk with cars visible on forecourt and shop at the rear