Eye tracking as a tool in package and shelf testing

WhitePaper Foreword This guide is written to serve as inspiration and as an introduction for those who want to know more about eye tracking and how this tool can be used in package and shelf testing. This guide will not explain a methodology but I hope it will inspire you to develop your own methodologies as well as your own tests and experiments. I would also like to thank the people who have helped us with this guide, especially Poja Shams, who wrote the first draft of this guide. I would also like to thank Michel Wedel for providing feedback on this document. Visualizing eye movement data in shelf tests by using Tobii Studio 12 Where did the eyes stop first? 12 What is the average viewing pattern on the shelf? 12 How many of the products on the shelf were noticed? 13 Do shoppers see the product on the shelf? 13 How many looked at the product first? 14 Is the product able to pull attention quickly? 14 How quickly did the product manage to pull attention? 14 How much attention did the product get compared to competing products? 15 How long was the product considered? 15 How many times did the shoppers look at the product? 16 How long does it take for the shoppers to find the product on the shelf? 16 How long does it take to find and select a product on the shelf? 16 How great is the product's ability to retain attention for a period of time? 17 Does the placement of the product on the shelf have an impact on the order in which the consumers look at the products? 17 How large is the attraction power for different elements in the design? 18 Bibliography 19 3 Eye tracking as a tool in package and shelf testing Tobii Technology 4 Eye tracking as a tool in package and shelf testing Tobii Technology