eye square Names US Shopper Insights Leader

Berlin and New York-based user and brand research specialist eye square has appointed former Mondelez / Mars exec Chrissy Love as Executive Director, leading the firm's new US Shopper Insights division.

The firm uses eye-tracking, facial coding and implicit measurement to uncover consumers' unconscious motivations and analyze the 'human digital experience'. In addition, it employs what it calls a 'System0' approach through which consumers are exposed to ads in their natural environment, as well as System1 and System2 approaches, in which implicit and explicit research is used to gauge emotional responses and effects.

Love joins from multinational confectionery, food and beverage company Mondelez International, where she was Shopper Space Management Director, leading the development and implementation of shopper strategies across different retail channels. Before this she was Category & Shopper Insights Senior Manager at Mars Petcare US, designing research to drive higher category and brand sales as well as developing secondary display playbooks for improved brand conversion and enhanced impulse spending. Earlier she worked for Kantar, in roles including Research Director, Retail & Shopper Insights.

In her new role, reporting to US President Jeff Bander, Love will focus on establishing insights-led, data-driven initiatives that will enable clients to better understand and engage with their customers. CEO and founder Michael Schiessl comments: 'Chrissy's expertise in shopper insights and her extensive experience leading global teams make her the ideal person to lead our US Shopper Insights division. She will greatly contribute to our clients' success and our own exploration of the human digital experience'.

Web site: www.eye-square.com .

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.