Eye-tracking: A case study with breakfast cereal packages

Researchers at Nofima AS in Norway studied attentional capture and importance of package attributes for consumers' perception of similarities and differences among products. As a case study, fifty consumers performed a projective mapping task with ten breakfast cereal packages while wearing a mobile eye-tracker.
Irrespectively of the saliency, most consumers looked at the same key information, mainly located on the front-of-pack. Few consumers read the nutritional label and ingredient list. Results suggested that mobile eye-tracking has a great potential for assessing consumers' evaluation of packages. An article about the research is published in Food Research International.
Click here for an abstract of the article.
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