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Eye Tracking on

Breakfast Cereal

Interactive Report

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RESEARCH QUESTION

How does packaging affect shoppers?

The purpose of this study was to provide insights on how packaging affects shoppers when choosing what cereal to buy.

OUR METHODS

A consumer research project was conducted at Package InSight’s shopper lab in May 2020 to test the quantitative and qualitative aspects of a beloved grocery favorite: Breakfast Cereal. 29 participants shopped a representative competitive planogram, which consisted of 63 different breakfast cereal SKUs. One group shopped for cereal as they normally would, and another group shopped for cereal looking at the bags only, no boxes. Participants were asked a set of questions during a pre-survey before shopping, and a post-interview. In both, participants were asked to rate the importance of packaging. Eye tracking technology was used to capture the eye movements at 50 times per second to measure participant shopping behavior.

OUR METHODS

Planograms in Play

Group A

Cereal bags were placed on the shelves outside of their boxes for participants to shop. The name of each cereal was written on the bag.

Group B

Cereal bags were left in their boxes and placed on the shelf for participants to shop.

RESULTS

The results from this study consist of below sections:

Eye Tracking Key Metrics

  • Total Fixation Duration (TFD)
    • The time, in seconds, spent on average by participants fixating on this item. The higher the number, the better the package performed.
  • Time To First Fixation (TTFF)
    • The time, in seconds, from when a product first enters a participant’s field of view until they fixate on it. The lower the number, the better the package performed.
  • Fixation Count (FC)
    • The total number of times a participant’s scan of the planogram crossed into a particular area of interest.

Eye Tracking Visualization

  • Heat Maps
  • Gaze Plots

Purchase Decision

  • Measures how many participants chose to buy the item. The higher the number, the better the package performed.

Participant Interview

RESULTS

Eye Tracking Key Metrics for SKUs

Group A

 

Group B

RESULTS

Eye Tracking Key Metrics for Design Elements

RESULTS

Eye Tracking Shopper Vision

Shopper 1 in Group A

Shopper 2 in Group B

RESULTS

Eye Tracking Heat Maps

Group A

Group B

RESULTS

Eye Tracking Gaze Plots

Shopper 1 in Group A

Shopper 2 in Group B

RESULTS

Purchase Decision

RESULTS

Shopper Interview

Shopper in Group A

Shopper in Group B

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