Eye Tracking Tool for store interaction between consumers and the shelf.

Most purchase decisions are made at the shelf during just a few critical seconds. The ability for a product to attract shoppers’
visual attention has a strong influence on the choices they make – products that are unseen are often unsold.

What do I get out of eye tracking?

Eye tracking provides unique methods to understand in store interaction between consumers and the shelf. Collect new insights about attention, saliency, interest, gaze path, and impact of brand, packaging and placement. Measure spontaneous reactions and behaviours and avoid results biased by familiarity or the social desirability effect.

Do shoppers see the product on the shelf?

A heat map gives an aggregated view of how several respondents looked at a shelf. By using the AOI tool and the Participant % metric in Tobii Studio you can reveal the percentage of the respondents that look at least once at a specific product.

Eye tracking is a powerful tool for developing, assessing and improving packaging systems:

  • raise the find ability level
  • foresee the effects of product line extensions
  • determine when packaging changes are advisable
  • test packaging attributes for belongingness into a specific product category
  • benchmark the design against product properties
  • understand the decision making process

source: http://www.tobii.com/market_research_usability/research_fields/retail_shopping.aspx

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2 Responses

  1. For sure, eye tracking is one of the best way to test store interaction between consumers and the shelf!

    Videos and heat maps are very good tools to see what the consumers looks at and what he doesn’t!

    We made tests on some packaging, maybe you could be interrested in watching our videos and heat map. You can see heat map here (http://www.pertech.fr/blog/?post/Eye-tracking-sur-un-emballage-en-3D! in french!) and the corresponding eye tracking videos on http://www.youtube.com/watch?v=cyTUairv6VQ

    We have an english website http://en.pertech.fr if you want to know more.

    Have a nice day 🙂

  2. Very good and interresting article! In fact, eye tracking is maybe the best way to know how products are seen by consumers!

    If you’re interrested in, you can watch an eye tracking video from Pertech (http://www.pertech.eu) showing eye tracking on a 3D product http://www.youtube.com/watch?v=cyTUairv6VQ

    Have a nice day!

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