Signs in train stations across Britain remind patrons to “Mind the gap”—the gap being the space between the train and the platform. In the world of customer experience, there’s an equally precarious gap—that space between what customers say they want and what they actually want. Well, a company in Chicago is minding that gap. Explore Research opened a behavioral science shopper lab in which it uses eye tracking, facial coding, EEG and GSR technologies to test, measure and understand what customers....