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Table of Contents
HIGHLIGHTS
Heavily Illustrated, Pressure Sensitive, and Minimal designs had high visual attention, regardless of gender or age.
BACKGROUND
Participants were checked in when they arrived at the Greenville Beer Exchange, and were fitted and calibrated with Tobii 2 eye tracking glasses. They were instructed to shop the “main” portion of the store only (US Craft brewery selection) and choose 2 single beers that they would be purchasing to take home at the end of the study. Once they completed their shopping, their purchases were photographed and the participants completed an online post-shopping survey to capture qualitative feedback and demographics. When the survey was complete, they purchased their two items and were given a $20 gift card to return to the Greenville Beer Exchange at a later date.
SKUS IN PLAY
EYE TRACKING
KEY METRICS
- Total Fixation Duration (TFD) – How long did they look?
- Fixation Count (FC) – How often did they look?
- Time To First Fixation (TTFF) – How quickly did they see?
HEATMAPS
ANIMATED GIF
SHOPPER PROFILES
Shopper 161
- Gender: Male
- Age: 31-40
- Purchased Beers:
1. Southern Tier 3x IPA
2. Founders Backwoods Bastard
Shopper 182
- Gender: Male
- Age: 31-40
- Purchased Beers:
1. Maine Beer Another One
2. Prairie Artisan Bomb!
Shopper 185
- Gender: Male
- Age: 21-30
- Purchased Beers:
1. Sloop Juice Bomb
2. Stillwater Artisanal Stillwater’s Word Famous Pilsner
Shopper 123
- Gender: Male
- Age: 31-40
- Purchased Beers:
1. Evil Twin All Galaxy Diane
2. Hoof Hearted $60 Nachos
SHOPPER VIDEOS
Shopper 161
Shopper 182
Shopper 185
Shopper 123
Shopper 161
Shopper 182
Shopper 185
Shopper 123
DEMOGRAPHICS
Chart by Visualizer
Chart by Visualizer
QUALITATIVE QUESTIONS
Survey Question 1
Survey Question 2
Survey Question 3
Survey Question 1
Chart by Visualizer
Survey Question 2
Chart by Visualizer
Survey Question 3
Chart by Visualizer
SALES
Chart by Visualizer