Ee tkn vlublentument n evlutn podutpke den nd otenued omplement toonventonl metod. Beoentodun new pemumpodut lne, Löbe Ll – oneo te let upple ndote o oee n te Nodeon – ned PknMed Lb to tet voupke den. Te eetkn pe o te tud ued Tob Ee Tke.Ke queton ked
In the context o a possible line extensiono a well-established brand, the goal o thestudy was to fnd out which package designbest communicated exclusive coee in theconsumers’ eyes, which was perceived asinnovative and which dierentiated theproduct on the coee shel. The ollowingresearch questions were listed:
design attributes (shape, graphicinterace) best communicates exclusivecoee?
the product line?
“Eye tracking adds unique data, such as which design features attract consumers’ attention and which do not, and which features consumersunconsciously consider when making decisions. It provides a morecomplete foundation for decision-making in packaging development throughout the entire process.”
Nn Kk, pojet mne t Pkn Med Lb.
Leading eye Tracking TechnoLogy
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Pke den & el plement
EyE TracKiNg rEsEarch
A respondent in ront o a Tobii X120 Eye Trackerand a lie-size store shel projection.Heat map visualization showing the relativeattraction powers o dierent designs and shapesin a shel.
respondents were shown alternative lie-sizeprojections o a store shel to test attention-grabbing visual eatures o various packages.In the second phase o the study, eye trackingwas combined with choice-based conjointanalysis to fnd out which combination odesign attributes (in this case, coeepackages) the consumers ound to be mostexclusive and which price point was optimal.Respondents were asked to evaluate ourdierent pictures (choice sets) displaying sixproduct gestalts, where each product gestaltwas a confguration o a number o dierentpackage shapes, package designs andcoee prices (rom a lower-medium to apremium price point).
In cooperation with the Service ResearchCenter at Karlstad University and the marketresearch frm Attityd i Karlstad AB,Packaging Media Lab designed andconducted a comprehensive test using eyetracking combined with conventional marketresearch methods. Data was collected roma sample o 40 consumers, who weredirectly recruited while shopping.The eye tracking study was carried out as aquasi-experiment. In the frst phase,
Example o a choice set picture.