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food consumer eye tracking research From March 2011 newsletter

Food consumer eye tracking research

What people say they do and what they actually do are often not the same. So we have invested in some software to help get to the truth - to help work out what consumers really think of a product. Eye tracking systems can enhance traditional consumer research measures and help capture a more complete consumer response to sensory stimuli.
The consumer sits at a computer and uses it in the normal way. Meanwhile, low levels of infra-red light are shone on to their face - and a high-resolution digital camera captures that reflected by their eyes.
Analysis software determines where each eye was looking at a rate of 50 times per second, to evaluate viewer engagement of an object, image, advert, pack or fixture. The system reports the data in a variety of ways - including 'heat maps' which highlight the areas that received most attention.
We will be using the system to help members/clients with on-pack communications - and to link results to other sensory measures such as product liking/acceptability/emotions.

Peter Burgess
+44(0)1386 842122