By Hanne Thaarup Mølbak & Katrin Meinert Ibsen. VIA University College // Contributors: Anne Louise Bang, Malene Pilgaard Harsaae, Tine Hjort, Aron Grigoleit, Pia Hansen, Nikolaj Sloth Kramer, René Claus Larsen, Martin Storkholm Nielsen, Klaus Greve True
How do consumers experience craftsmanship when it meets digital innovation? Researchers from VIA University College are exploring this question through a neuromarketing eye-tracking study conducted as part of the CRAFT-IT4SD project.
The study examines how participants interact with sewing materials, a mannequin equipped with an NFC tag, and a printed guide, capturing visual attention and behavioral responses in real time. This approach provides valuable insights into how customers perceive and engage with crafted textile products and digitalized communication.
By combining traditional craftsmanship with technologies such as NFC, the research supports the qualification of end-consumer communication of rich crafts and creative heritage within the European fashion and clothing sector—ensuring that innovation enhances, rather than replaces, craft values.
The accompanying video presents the eye-tracking setup and highlights key moments of customer interaction, demonstrating how neuromarketing tools can inform design, storytelling, and communication strategies.