Product Eye Track Testing Market Research South Africa - Eye Tracking

Eye Tracking

Keep your eyes on the prize and find out whether your packaging attracts customers.

To further enhance the understanding of packaging designs and what consumers focus on, it is a good idea to include some form of eye-tracking. Eye-tracking can evaluate what people focus on when looking at your packaging design, how long they spend looking at specific elements and whether they notice new elements that may have been added.

The eye-tracker can produce a “heat map” which clearly indicates the areas that consumers focus on and what they do not notice. The general rule is to keep the packaging as simple as possible. Experience has shown that busy, cluttered packaging designs can lead to confusion and less understanding of exactly what a brand stands for. Therefore, eye-tracking can assist in making packaging cleaner and less cluttered.

Benefits of Eye Tracking

Eye Tracking provides key insights you need to ensure your brand’s success

  • Reveals subconscious behaviour that is very useful in data collection

  • Provides unbiased, objective, and quantifiable data

  • Provides a high level of detail

  • It is explanatory and can depict processes and actions that are difficult to articulate or explain

  • Allows for natural behaviour as the research method is unobtrusive

Frequently Asked Questions


How does eye tracking work?


There are two principal types, screen-based and glasses. They are used across variety of fields and research areas, but the application may differ.


What is the point of eye tracking?


Eye tracking is the observation and recording of eye behaviour such as pupil dilation and movement. This movement informs what customers are focusing their attention on when they are looking at packaging designs.


How is eye tracking valuable in research?


Eye tracking offers detailed and unbiased information about consumer behaviours and decision-making processes. It allows market researchers and brand owners to study the process consumers undertake when viewing and selecting a product. It shows them what elements naturally attracted the most attention and what areas were ignored. Unlike surveys or questionnaires, eye tracking details authentic behaviour which is useful when designing advertising, branding, packaging and product placement.

Turning data into insight through people-centred marketing research

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