A consumer research project was conducted at Package InSight’s shopper lab in May 2020 to test the quantitative and qualitative aspects of a beloved grocery favorite: Breakfast Cereal. 29 participants shopped a representative competitive planogram, which consisted of 63 different breakfast cereal SKUs. One group shopped for cereal as they normally would, and another group shopped for cereal looking at the bags only, no boxes. Participants were asked a set of questions during a pre-survey before shopping, and a post-interview. In both, participants were asked to rate the importance of packaging. Eye tracking technology was used to capture the eye movements at 50 times per second to measure participant shopping behavior.