The Tobii system from Arrow Scientific uses eye tracking to quantify the time consumers spend looking at product labels or planograms, as well as where they are looking. It is designed to help users determine which package design or shelf placement is most effective in attracting consumer attention.
Eye tracking provides details of what the consumer is looking at and complements consumer feedback in evaluating product impact. The eye tracker measures the elements consumers observe, such as brand, pictures and captions. This may help increase understanding of how consumers decipher a visual stimulus and the way they search for information on packaging.
The system provides heat maps that indicate the longest period of gazing in red, showing which products receive the most amount of consumer attention. As well as measuring how long people look at labels, the system monitors where they are looking. The information the Tobii system supplies can provide information on how a package design or planogram can be improved to increase its appeal to consumers.