Shopper Research

Thanks to Eye-tracking technology we have the opportunity to measure attention focusing of buyers during real shopping. This can be achieved in points of purchase where buyers directly take decision to buy the product or under laboratory conditions with the use of virtual shelves and planograms. The use of Eye-tracking technology as one of research tools allows achieving unprecedented level of penetration into the process of choosing and buying products. We use Eye-tracking to see what buyers pay attention to during product choice process, and post-survey of respondents explains reasons for this choice and reveals strengths and weaknesses of the object under study.

  This type of research answers the following questions:

  • How do buyers look for necessary products on the shelf and what they pay attention to during this process?
  • Do buyers pay attention to POS-materials, promotions, price tags?
  • Is your product noticeable against the competition?
  • Which type of product display is best of all?

EXAMPLE: TWO PACKAGING DESIGN TESTING ON THE SHELF

Objective: to know

  • Does the consumer see the new product on the shelf?
  • Which of the designs get most attention?
  • Does placement have impact on attention?

1)   2)

Methodology: 100 respondents were divided into 4 groups. Each group see one shelf. 

By looking at the "heat map" we can see that the average respondent looks at the tested designs. But, which design is superior?

By looking at duration time in the statistical tool we can see that one of the design is more salient than the other. Mean(θ) is the average duration time for respondents and R is number of respondents in percent.

Independent of placement this design is the one that most respondents look at (R) and the one that is most salient (Mean θ).

By using the time to first fixation function in the statistics tool we can see the average order that the respondents have looked at the products. We can see that the tested product is the first to be seen and that the average time for it to be found is 2,57 seconds.

 

SUMMARY:

  • Respondents notice both packaging designs on a shelf; 
  • Independent of placement the first design is the one that most respondents look at;
  • The first packaging design is the one that is most salient independent of placement;
  • The first desing is the first to be seen on the average.