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Creative Commons License

Creative Commons Attribution 4.0 International License
This work is licensed under a Creative Commons Attribution 4.0 International License.

Abstract

Eye-tracking technology allows researchers from a wide array of disciplines to capture consumers’ viewing patterns and provides insight into where people look, when they look at something, and how long they look at it. Eye tracking can help investigate the subconscious considerations of consumers and can facilitate a wide range of research, especially in conjunction with other forms of data collection. The availability of eye-tracking technology has increased in the last decade, leading to more companies using this as their primary avenue for market research and consumer insight endeavors. Despite the popularity of eye-tracking technology, there have been few reports about the development of creating a benchmark of aggregate data for common retail grocery categories. Due to this void in literature, data collected on consumer-packaged goods is limited and cannot be compared to the competitive array unless the researchers invest further time and funds. This research used real consumers in an immersive consumer retail experience laboratory to conduct eye-tracking studies on 28 product categories within the consumer product goods (CPG) sector to create this benchmark. Data models were created to show “norms” for each category to be used by researchers in the future to prevent them from spending the time and resources on creating a comprehensive control dataset. The results from this study are meant for researchers to use this benchmark to better understand their data and build context in the vast arena of eye-tracking research in the CPG industry.

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