Eye tracking allows you to see things from the perspective of consumers. Whether you’re examining product placement, packaging design, advertising, or user experience, eye tracking accurately reveals what grabs attention, what influences purchase behavior, and how consumers engage with your product. This information helps your business become truly customer-centric.
Unilever optimizes product packaging
See how Unilever used eye tracking to better understand how customers engage with product packaging in-store. The global FMCG company chose eye tracking because it provides more detail on consumer behavior than traditional testing methods.
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"We use eye tracking because it brings insights you may never have thought about."
Jeroen van der Kallen
Customer Insight and Innovation Manager Europe, Unilever
"By tracking a potential customer’s point of gaze, we were able to measure aspects of the decision-making process in a way that has never been done before."
Head of Insight & Innovation, Carlsberg Group
"Eye tracking is more than just another research tool; it has enabled us to gather more insights about commercial content than any other traditional methodology."
CEO, Yan Haas SA
Running your first eye tracking study is an exciting research milestone. We spoke with Nicole Fink of King’s Hawaiian in Los Angeles, CA about their first eye tracking study on consumer attention to new and existing package designs.
Eye tracking and UX testing: when, how, and if you should use it
Eye tracking isn’t for every UX question, but for those it answers, it does so in a way no other method can. A great user experience is no longer a nice-to-have, it’s an expectation from customers.
The market research expert Magnus Linde explains with an example study, why and how testing ad concepts for emotional impact can improve the success of commercials.