How to conduct an eye-tracking study

Tobii Technologies suggests the following steps for conducting an effective eye-tracking study on packaging.

• Define the questions to be answered. They might include those such as, do shoppers see the product on shelf? How much attention did the product get, compared with competing products? Do shoppers see the targeted product before they see the competing product, and how long does it take for them to see it?

• Define experimental details from exposure time (timed or shopper controlled), stimulus (mock-ups or renderings), and experimental design issues such as randomization, sample size, and scripts/prompts.

• Conduct a pilot test to ensure that the prompts and environment elicit the interaction desired.

• Test full items in realistic environments, if possible, for maximum validity. pw

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