This document discusses how eye-tracking can be used to understand unconscious shopper behavior. It explains that eye-tracking can measure metrics like reach, attention, interest, and consideration to provide insights into how shoppers visually engage with different product packages and shelf layouts. Combining these eye-tracking metrics with other measures can help brands identify the most effective packaging and shelf placement designs.
9. 95%
90%
REACH
% shoppers that looked at package
10. 2,81s
2,16s
ATTENTION
How long does shopper look at package?
11. 3,84
2,83
INTEREST
How often does shopper look at package?
12.
13. 40%
35%
CONSIDERATION
% shoppers looked at package last 3 sec?
14.
15. Reach
Attention
EYE-TRACKING
Interest
Consideration
Purchase in shelf = Pack design A = Pack design B
COMBINE METRICS TO GAIN INSIGHT
But also benchmark and verbal measures
17. Appreciation Reach
Fit with Duyvis range Interest
EYE-TRACKING
VERBAL
Unity of sub-range
Consideration
Variant identification
Purchase in shelf
Purchase intention
= Current pack design
= New pack design
WHAT ABOUT CURRENT BUYERS?
Verbal questioning alone can be misleading