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Watch this space...
Date: 13/06/2011
Boy, have they got some impressive new kit at Campden BRI! I’m referring to the food and drink research centre’s capabilities in consumer benchmarking and, in particular, its new eye-tracking software.Once seated at a computer, and having focused on a small dot bouncing around the screen, my eye calibration was complete and we were ready to roll.
Up next was a full-size screen image of an array of fruit juices occupying several shelves in the chilled section of a supermarket. As I scanned the shelves, my eye movements were being tracked on a separate computer, where they appeared as two small dots flitting over the image.
Such technology allows manufacturers to assess the visual appeal of a selection of products and the relative appeal of both own label and branded products.
It seems amazing that no one has thought of this before but now that it’s here, I fail to see how the industry can live without it. In fact, I truly believe that the possibilities are endless. With eye-tracking software, the expression ‘watch this space’ has never seemed more appropriate.
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