ASK THE BOARD: Measuring Dwell Time

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What do you find is the most effective and accurate way of measuring dwell time?
This week’s question is answered by members of the DSE Advisory Board
INDUSTRY CONSULTANTS COUNCIL

Read the Answer by Jonathan Brawn

“That’s a tough one to answer. In my opinion, camera-based analytics are the only true way to accurately measure dwell time. We can easily estimate it, and observing viewers and recording information will give…”
JONATHAN BRAWN
Principal – Brawn Consulting

Read the Answer by Lyle Bunn

“Managing dwell time or perceived wait time is so very important to a quality customer experience, and measuring it is a key step toward improvement. But measuring must provide actionable insights.”
LYLE BUNN
Advisor, Analyst, Educator – BUNN

Read the Answer by Ignaz Gorischek

“There are several ways of measuring dwell time that can provide information, many involving technologies. The first is the use of IP cameras. They are already in use for security surveillance. Through the tracking of movement in a store…”

IGNAZ GORISCHEK
Vice President, Retail – CallisonRTKL

Read the Answer by Margot Myers

“Dwell time can have a couple of different meanings. In retail, the broad meaning is that it’s how long a customer stays in the store. In digital signage, it refers to how long a customer remains in front of a display to watch the content.”

MARGOT MYERS
Global Marketing & Communications – The Platt Retail Institute

Read the Answer by Jeff Porter

“There are times when nothing beats an “old-fashioned” TIME STUDY with a human, a stopwatch and a clipboard. But honestly, in some areas, that is the most effective and accurate method.”
JEFF PORTER
Founder & CEO – Porter Digital Signage

Read the Answer by Adrian Weidmann

“Dwell time can be defined in a number of different ways depending upon the context, perspective and commercial agenda. In the context of digital signage in a retail environment, ‘dwell time’ is typically defined as the amount of time…”

ADRIAN WEIDMANN
Founder & Principal – StoreStream Metrics, LLC
 

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