PackSense

We use two approaches to conduct pack testing using Eye Tracking:

• Portable Eye Tracing to do Shelf Tests
• Static Eye Tracking to do Focused Pack Design Assessments

Using these eye-tracking devices, we can extract key measures to analyze what and where consumers are looking:

• % Respondents Seen – How many consumers can see your pack on the shelf or specific elements on the pack?
• Time to First Notice – What is the order in which different packs on the shelf or pack elements are noticed?
• Share of Time Spent – How much time is spent looking at each pack or each element of the pack?

We combine these subconscious eye-tracking data with several conscious measures to answer key marketing questions related to pack testing:

• Pack Noticeability on Shelf – Is my pack noticeable on the shelf? How does it compare to the competition?
• Planograming Evaluation – Is my pack placed at the right spot on the shelf? How can I improve the placement?
• Pack Browsability – How do consumers browse the different elements of the pack? Is the pack correctly designed?
• Pack Elements Noticeability – How visible are the individual elements of the pack? Do we need to change any element’s design or positioning?