This document discusses how eye-tracking can be used to understand unconscious shopper behavior. It explains that eye-tracking can measure metrics like reach, attention, interest, and consideration to provide insights into how shoppers visually engage with different product packages and shelf layouts. Combining these eye-tracking metrics with other measures can help brands identify the most effective packaging and shelf placement designs.

1. HOE DE ONBEWUSTE SHOPPER
DOORGRONDEN MET EYE-TRACKING?
anne.jansen@tobii.com
n.vanderelst@rogil.eu

2. OVERLOAD IN SHELF
Claim your first moment of truth

3. PEOPLE MAKE CHOICES RATHER
UNCONSCIOUSLY THAN CONSCIOUSLY

4. WHAT IS EYE-TRACKING ?

5. HOW CAN EYE-TRACKING BE USED?

6. RICH BEER
Pack design A versus B

7. IN SHELF
Relevant to shopper

8. Exposure
Reach
Attention
Interest
Consideration
Action

9. 95%
90%
REACH
% shoppers that looked at package

10. 2,81s
2,16s
ATTENTION
How long does shopper look at package?

11. 3,84
2,83
INTEREST
How often does shopper look at package?

13. 40%
35%
CONSIDERATION
% shoppers looked at package last 3 sec?

15. Reach
Attention
EYE-TRACKING
Interest
Consideration
Purchase in shelf = Pack design A = Pack design B
COMBINE METRICS TO GAIN INSIGHT
But also benchmark and verbal measures

16. DUYVIS OVEN ROASTED

17. Appreciation Reach
Fit with Duyvis range Interest
EYE-TRACKING
VERBAL
Unity of sub-range
Consideration
Variant identification
Purchase in shelf
Purchase intention
= Current pack design
= New pack design
WHAT ABOUT CURRENT BUYERS?
Verbal questioning alone can be misleading

18. DE MASTER BLENDERS 1753

19. Attention Reach
= Current shelf lay-out
= New shelf lay-out
Interest Douwe Egberts Interest
EYE-TRACKING
Interest competition
Consideration
Consideration Douwe Egberts
Purchase in shelf
Consideration competition
BUT IN THE LONG RUN?
Interest & consideration affect buying

20. GETTING TO KNOW THE UNCONSCIOUS SHOPPER
Eye-tracking can make the difference

21. SEPARATE YOURSELF FROM THE CROWD
VISIT VISIT
US US
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