Improving package design for Unilever
Unilever used eye tracking to better understand how customers engage with product packaging in-store. They chose eye tracking because it provides more detail on consumer behavior than traditional methods.
Eye tracking allows you to see how your product is viewed from the perspective of the consumer. Test and compare packaging design alternatives or assess how yours performs against your competitors’.
Eye tracking lets you assess if key attributes are effectively communicated and measure other things like findability, brand recognition, shelf positioning, and visual appeal. This can be done in isolation, against your own alternatives, or in direct comparison with your competitors’ designs. No matter what phase of the design process you are in, eye tracking provides unbiased answers on what elements of your packaging work, and which need improvement so you can quickly and easily optimize your design.
Compare design alternatives or run a comparative analysis online with test participants anywhere in the world. Sticky by Tobii, our online self-service platform, uses webcam eye tracking on computers or mobile devices to give you accurate and unbiased data on the performance of your packaging designs. Upload your designs and create your own survey questions and we will deliver the results of your study in an easy-to-understand format.
Want to run more comprehensive projects or in-store studies? Our research consultancy, Tobii Insight, can run your study from beginning to end, including participant recruitment, as well as study setup and analysis. This is ideal for those looking to test packaging in a store environment or explore the effectiveness of point-of-sale material.
Our team are experienced in applying technology and research expertise for effective pack studies. Let’s talk about how your study might look.
Unilever used eye tracking to better understand how customers engage with product packaging in-store. They chose eye tracking because it provides more detail on consumer behavior than traditional methods.
We spoke with Nicole Fink of King’s Hawaiian about their first eye tracking study on consumer attention to new and existing package designs.
Unicharm, who are well experienced in using cutting-edge technologies to conduct market research, decided to use eye tracking and VR research.