Have questions for your product category? We have data to answer them. Please let us know here
Eye Tracking on
Mac & Cheese
Interactive Report
[use the buttons below]
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: Mac & Cheese. 227 participants shopped a representative competitive planogram, which consisted of 31 different SKUs. Participants were asked to shop 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
31 different SKUs of Mac & Cheese products 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 by Brand
Chart by Visualizer
RESULTS
Eye Tracking Shopper Vision
Shopper 1
Shopper 2
RESULTS
Eye Tracking Gaze Plots
Shopper 1
Shopper 2
RESULTS
Eye Tracking Heat Maps
Heatmap
RESULTS
Purchase Decision
Chart by Visualizer
DOWNLOAD REPORT
Learn more results in the report.