Real phys. objects

Using Eye Tracking Research & Branding Group company:

  • Tests whether consumers see your product on a shelf 
  • Compares various packaging designs and recommend the best value alternative  
  • Indicates the average gaze order of the image consideration to see which design the consumers find quickly

Eye tracking research provides unique methods to understand the relationship between attention attracting , brand influence, packaging design, product placement on a shelf and the buying decision of a product.

EXAMPLE: TWO PACKAGING DESIGN TESTING ON THE SHELF

Objective: to know

  • Does the consumer see the new product on the shelf?
  • Which of the designs get most attention?
  • Does placement have impact on attention?

1)   2)

Methodology: 100 respondents were divided into 4 groups. Each group see one shelf. 

By looking at the "heat map" we can see that the average respondent looks at the tested designs. But, which design is superior?

By looking at duration time in the statistical tool we can see that one of the design is more salient than the other. Mean(θ) is the average duration time for respondents and R is number of respondents in percent.

Independent of placement this design is the one that most respondents look at (R) and the one that is most salient (Mean θ).

By using the time to first fixation function in the statistics tool we can see the average order that the respondents have looked at the products. We can see that the tested product is the first to be seen and that the average time for it to be found is 2,57 seconds.

SUMMARY:

  • Respondents notice both packaging designs on a shelf; 
  • Independent of placement the first design is the one that most respondents look at;
  • The first packaging design is the one that is most salient independent of placement;
  • The first desing is the first to be seen on the average.