How Do We Measure Attention?

How Do We Measure Attention?

Welcome to the new Package InSight Blog! We are thrilled to start sharing content with you about the world of consumer behavior and package design. Currently, our primary tool for measuring consumer behavior is eye tracking. We use the new Tobii II eye tracking glasses inside a simulated retail environment to measure consumer attention on package design.

Eye Tracking Metrics 101

One of the most common questions from our clients is how does Package InSight measure attention? We use a combination of metrics to discover insights about the impact of package design at the shelf.

Below are a few of the eye tracking metrics that we collect and analyze in our studies:

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 time, the faster a consumer’s attention is captured.

Total Fixation Duration (TFD)

The time, in seconds, spent on average by participants fixating on your product. As the number increases, so does attention for your package.

 We generate heat maps to illustrate total fixation duration for the entire study. We generate heat maps to illustrate total fixation duration for the entire study.

Purchase Decision (PD)

How many participants choose to buy your product? We eliminate price as a variable in our experiments.

Fixation Count (FC)

The number of times a participant looks at your product. Fixation count is significant because it indicates the decision making process for the consumer.

If you would like to learn more about how we run our studies, take a look at our Run a Study page!

Check out our Resources page for more related news and cases studies .

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