对于未经训练的外行而言,这些数据演示看上去就像商店出售的神奇画板一样,与儿童在他心爱的玩具上所作的涂鸦没什么差别。但是对于沃顿商学院营销学教授彼得·费德(Peter S.Fader)而言,这些看似随意的线条所代表的是一种新型的数据集,它能显示出个体购物者在一家现实中的食品杂货店购物路径。这种数据——首次被安装在消费者购物手推车上的无线视频标识(RFID)标签所采集绘制——很有可能改变零售商对于消费者及其购物模式的传统认识。在一篇题为“超市消费者购物路径的实验性研究(An Exploratory Look at Supermarket ShoppingPaths)”的最新研究报告中,沃顿营销学教授 For untrained laymen, these data presentations look just like the magical artboards sold in stores, making no difference from the doodles children make on their beloved toys. But for the seemingly arbitrary line of Wharton marketing professor Peter S. Fader, the seemingly random lines represent a new type of data set that shows that individual shoppers are in the real world Grocery shopping path. This data, drawn for the first time by wireless video tagging (RFID) tags installed on consumer shopping trolleys, is likely to change the retailer’s traditional perception of consumers and their shopping patterns. In an article entitled “An Exploratory Look at Supermarket Shopping Paths,” Wharton Marketing Professor