Brakethrough Research Buys Eye Faster

Los Angeles-based custom market research firm Brakethrough Research has acquired eye tracking specialist firm Eye Faster. Terms of the deal have not been disclosed.

Founded in 2008 by four former employees of neuromarketing specialist EmSense, Berkeley, CA-based Eye Faster uses mobile eye tracking equipment to capture what draws shopper attention in the real world, using real or mock retail environments to understand 'true' consumer behavior. The firm's analysis incorporates attention, behavioral and other data sources - including surveys / one-on-one interviews, receipts, and neuroscience programs - and uses these to help clients develop their retail strategy including planograms, shelf layout, in-store traffic flow, and signage.

Commenting on the deal, Dan Braker, President of Brakethrough Research, said: 'With the recent hire of Abe Rutchick as Chief Innovation Officer, we're bringing in lots of tools related to emotional assessment and non-conscious processes. The acquisition of Eye Faster allows us to incorporate even more tools related to eye-tracking and shopper behavior into our innovation practice, and we can't wait to see where this takes us'.

Web site: www.brakethroughresearch.com .