Accessibility Tools

Eyetracking

14 July 2016

Interested in learning more about the impact your packaging has on store shelves? Motivaction offers you the opportunity to conduct shelf studies with the aid of eyetracking. By combining eyetracking – using actual-size shelves – and qualitative in-depth interviews we’ll give you insight into:

  • How noticeable your product is
  • What the best location for the product on the shelf is
  • The valuation of the product on the shelf
  • The perception of the product on the shelf
  • The product’s shelf impact
  • The visibility of the product
  • Whether or not the product entices consumers to purchase it


What is Eyetracking?

Eyetracking is a technique that registers and analyzes consumers’ eye movements and fixations. Using an infrared camera, eye movements are recorded while the subject looks at a shelf display projected at actual size. When a person observes an object, their eyes look for stimuli that hold their attention. With eyetracking, a person's attention to a particular stimulus may be measured easily. This provides real-time insight into which part of a product, design or shelf the consumer is focusing his or her attention on.

 

What consumers actually see

When consumers look at products on the store shelves, the most important question is what they see. Eyetracking is used to measure and understand consumers’ visual behavior. For in-depth insight into shelf impact, Motivaction applies a combination of eyetracking with the use of actual-size shelves, and qualitative in-depth interviews. This makes differences between actual and claimed behavior visible, and allows them to be explained. Eyetracking gives market research a new, insightful dimension.

How does Eyetracking work at Motivaction?
Motivaction shows shelves at their actual size. Eyetracking provides precise insight into the degree to which products are seen, and how fast products get noticed on the shelf. Additionally, qualitative in-depth interviews provide insight into the various elements of a product that may have a positive or negative effect on the valuation and noticeability of the product.


How can Eyetracking benefit you?

The results from analyses are presented in a clear, visual manner. Using elements such as heat maps and gaze plots, eyetracking provides precise information on changes in a person's field of vision. Qualitative results provide specific explanations of what causes these changes. When combined with qualitative research, eyetracking can provide you with a better understanding of which products have the most shelf impact, and why.


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