Shopper: THiNK Pack - Nutritional information
Client:
In house
Objective:
To investigate the attention to nutritional information
Method:
30 people interviewed with eye tracking
Total project duration:
1 day
Service:
THiNK Pack
Location:
Reading, UK
Methodology:
Respondents were shown the packages in context on a grocery store shelf (In category) and in isolation at life size (In hand).
Implicit measures:
Eye tracking
Explicit measures:
Questionnaire
Findings:
The results revealed that there was a disassociation between what people say they do and what they actually do when selecting a product to purchase and in reading the nutritional information. Consumers had clear preferences and visual behaviour trends for the different layouts of nutritional information.