Eye-tracking: A case study with breakfast cereal packages

17 December 2014

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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