A consumer research project was conducted at Package InSight’s shopper lab in December 2018 to test the quantitative and qualitative aspects of a beloved seasonal grocery favorite: Eggnog. 44 participants shopped a representative competitive planogram, which consisted of 24 different Eggnog SKUs compiled from 5 national grocers. Statistical differences in measured behavior (eye tracking @ 50 times per second) were analyzed to determine which brands commanded the most attention on the shelf, post-shopping online surveys were used to collect qualitative information, and half the participants (the self-described Eggnog fans) participated in a sensory experiment to further illustrate the consumer connection with a brand, its packaging, and the product inside.