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Eye Tracking on

Crackers

Interactive Report

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OUR METHODS

A consumer research project was conducted at Package InSight’s shopper lab to test the quantitative and qualitative aspects of a beloved grocery favorite: crackers. 62 participants shopped a representative competitive planogram, which consisted of 41 different cracker SKUs. Participants were asked to shop for crackers as they normally would. Eye tracking technology was used to capture the eye movements at 50 times per second to measure participant shopping behavior.

OUR METHODS

SKUs in Play

41 different SKUs of crackers were in the display.

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.

RESULTS

Eye Tracking Key Metrics for SKUs

RESULTS

Eye Tracking Key Metrics for Design Elements

RESULTS

Eye Tracking Key Metrics for Attention to Claims

RESULTS

Eye Tracking Shopper Vision

Shopper 1

Shopper 2

RESULTS

Eye Tracking Gaze Plots

Shopper 1

Shopper 2

RESULTS

Eye Tracking Heat Maps

Planogram

Heatmap

RESULTS

Purchase Decision

DOWNLOAD REPORT

Learn more results in the report.
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