Craft Beer
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Highlights
Heavily illustrated, pressure sensitive, and minimalist 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.
Demographics
AGE
GENDER
QualitativeQuestions
Which categories best describe the beer types that you purchased today? If you chose several types, indicate all.
Have you purchased this craft beer before?
How often do you purchase craft beer?
Sales
(Top 10 SKUs)
New Holland-
Dragon’s Milk
4
Narrangasett-
Autocrat
4
Blackberry Farm-
Fenceline
5
Abomination Brewing-
Shotgun Sour
6
Highland-
Black Watch
6
Hoof Hearted Brewing-
$60 Nachos
6
Abomination Brewing-
Hop Thing
7
Oskar Blues-
Death by King Cake
8
Hi-Wire-
Hazy & Juicy & Hoppy & Fresh
11
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?
Top 30 Performers by TTF
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Top 30 Performers by FC
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Top 30 Performers by TTFF
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