Optimizing POS investment through measured attention

Beer mats, towels, taps, buckets, menus, coolers, and bottle labels all compete for attention in a pub. Collectively, these point-of-sale (POS) materials represent a major investment for drink brands. 

Yet one question remains difficult to answer: Which of these elements actually influence what people order? 

To find out, Carlsberg partnered with Ipsos Sweden and Tobii Insight Services to move beyond assumptions and observe real behavior. Using Tobii's wearable eye
trackers, the study set out to identify which POS materials truly shape decisions and which fail to justify their cost. 

Measuring the impact of POS in a real-world setting 

Following an initial ethnographic study, Carlsberg Sweden sought to delve deeper. The goal shifted from understanding behavior to quantifying it. 

Ipsos Sweden and Tobii Insight were commissioned to evaluate the effectiveness of POS materials using precise eye tracking data. This marked a transition from qualitative insights to measurable evidence, enabling Carlsberg to validate what works in a crowded, stimulus-heavy environment.

Capturing real decisions as they happen 

To capture authentic behavior, the study followed 250 respondents across three locations in Stockholm. 

Participants were first interviewed upon entering the pub to establish their intended drink choice. They were then asked to make their purchase while wearing Tobii Glasses, which recorded exactly where they looked throughout the experience. 

Afterward, each participant took part in a follow-up interview to reflect on their decision-making. 

This approach enabled researchers to connect three critical data points: 

• What consumers planned to order  

• What they looked at  

• What they ultimately purchased  

By linking gaze data to outcomes, the team could identify when attention translated into action and when it did not. 

Turning attention data into insights 

The findings confirmed several existing assumptions within Carlsberg, providing objective support for what had previously been inferred and helping the team better understand where investments were truly driving impact.

At the same time, the study revealed new insights into how consumers navigate a pub’s visual landscape. While specific POS performance details remain undisclosed, the results were clear enough to inform action, supporting more effective allocation of spend, reduced waste, and improved effectiveness of in‑bar activations.