Eye tracking is imperative to understand shoppers’ attention and shopping behavior. Most purchase decisions are made in a split second and subconsciously and products must therefore visually attract and quickly grasp the shopper’s attention.
Eye tracking captures shoppers’ habitual and subconscious behavior in a natural and unbiased fashion. It reveals in an objective way what really attracts consumers’ attention and eliminates social desirability bias or errors that may occur when relying on human recall. As such, eye tracking provides a complement to conventional research methods.
Eye tracking in package and shelf testing
Eye tracking is a powerful method for assessing and improving packaging systems and POP materials. It provides valuable insights at all stages of the design development process—from strategy and concept testing to design validation and campaign effect research. These insights contribute to refining designs, raising impact, findability level, foreseeing the effects of product line extensions etc.
At a concept development stage, eye tracking can be used to evaluate different variations of a new design on-screen, while still in the design program and before money is spent on development and production. Later in the process, it can be used to measure the attractiveness of a design in a shelf context.
- Which works best, alternative A or alternative B?
- How do products perform against competitors’ products?
> Video demonstration of package testing with eye tracking - Tobii T60XL
These heat maps show how scanning patterns changes with a new design. Instead of scanning the entire package (old design to the left), respondents’ gaze were more focused to key elements (new design to the right).
Packaging attributes can be tested with eye tracking for belonging to a specific product category or the design benchmarked against product properties.
Similarly, eye tracking can be used to pre-test POP promotion.
Eye tracking in real-world shopper studies
Mobile eye tracking solutions enable eye tracking research in real-world retail environments. It provides a dynamic understanding of how shoppers navigate through or browse the aisles of a store during authentic shopper journeys, and reveals what really attracts their attention at the point of purchase. Researchers can gather detailed information about what visual elements shoppers actually notice, what elements they use at different stages in the decision process, and how they interact with products on the shelf.
The eye tracking data indicates how effective package design, product placement, POP material, signage and navigation aids are in terms of attention and discovery.
These heat map and gaze plot visualizations show that the new 3D label label on a shampoo bottle (the bottles to the left on the shelf) attracts more attention than the old label (the bottles to the right on the shelf) where gaze patterns are less focused and more outspread.
> Video demonstration of package testing with eye tracking - Tobii Glasses
> Gaze replay video and visualizations from retail environment - Tobii Glasses
The payback of POP materials can be determined by establishing the relationship between cost and effect, identifying their role in category navigation, brand conversion, and brand building.
These heat map visualizations show how the special offer affects the way respondents look at a store shelf (to the right).
> Gaze replay video from retail environment - Tobii Glasses
Field-based, mobile eye tracking is a useful for package design validation, campaign effect research, brand valuation, and path of shopper studies. In explorative shopper studies, it gives a deeper understanding regarding the target group or for a specific category. Mobile eye tracking is also commonly used in store planning and space and category management-related research.
Tobii eye tracking solutions
Tobii’s range of eye trackers includes options for different studies and test scenarios. The Tobii Glasses Eye Tracker provides total freedom of movement for respondents in real-world retail environments. The discreet and ultra lightweight design of the Glasses ensures that respondents behave naturally. System-guided procedures make it easy to use the eye tracking system in a store while automated data aggregation provides efficiency in studies involving multi-person analysis.
Our screen eye trackers provide highly accurate solutions with high resolution output, for quick and cost-efficient testing in a lab environment.
Tobii’s stand-alone eye trackers can be used for both screen and real-world stimuli setups. The compact Tobii X2-30 Eye Tracker can be snapped on to a laptop or all-in-one PC, providing a highly portable eye tracking solution for cost efficient testing in the field. The Tobii X60 and X120 Eye Trackers enable eye tracking studies of physical mock-up shelves, projector set-ups displaying shelves or immersive virtual/3D environments (virtual walk-through).
No matter what Tobii eye tracker is being used, Tobii Studio eye tracking software provides efficient tools for qualitative and quantitative analysis and visualization of your data. Researchers who want to develop their own applications can download the Tobii Software Development Kit at no cost.
Our in-house experts are accustomed to using eye tracking in package design and shopper research and can provide the eye tracking training and support you need.