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Shelf Testing with Eye Tracking: Became Available, Stayed Affordable.

31 May 2016

Biometric research allows to get greater insights when eye tracking integrated directly into your survey.

Recently every user of cooltool.com got a free update of their subscription. Now each registered user can take on a shelf testing with eye tracking.

It is no secret that shelf testing requires a lot of effort from a researcher to plan and conduct. Thorough preparation requires you to prepare templates, set up the randomization of the stimuli showing. Once the test is complete you have to interpret the data, often manually. Usually, you would export data on Areas of Interest (AOI) from each image and try to create a seldom dataset. Except for this process being time-consuming and tiresome, it often allows for too many errors associated with manual input.

How does shelf testing with eye tracking solve this? Online platform allows you to choose ready-to-use customizable shelf templates. Advanced logic allows for an educated randomization. Finally, data collection and reporting is automatized. It means that every response is stored within one data set eliminating errors associated with manual input. And automated reporting delivers all the stats on AOI you have selected based on your needs.

Here is how you conduct this test in 5 easy steps:

1. Choose shelf design from a template.
2. Upload visuals of the product or media you want to test.
3. Set the timer on how long you want for the shelf to be displayed.
4. Launch the collector & collect your response.
5. Enjoy your results in an automated report.

As always CoolTool allows you to export raw data from eye tracking to Excel and SPSS or download a ready report in editable PPT or PDF. You can share the results with your colleagues or clients online or simply proceed to the next project.

Except for ready-to-use shelf templates, educated randomization and automatically generated reports with AOI, users can take advantage of additional shelf test settings. First, you can set for how long the visual is displayed to the respondent or simply choose for the next question to be shown after the mouse click. This allows you to create an environment where the longitude of customer’s eye contact with the shelf is as close to the real life as possible. Second, you can simulate customers’ behavior by asking them to click on the product they like. Finally, system allows you to use stimuli in PNG format, allowing to upload even more realistic visuals.

shelf testing_gaze plot


The applications of shelf testing with eye tracking are quite broad. Here are a few most popular uses of such tests:

• Packaging testing – FMCG products
• Brand materials testing – logo/slogan visibility and recognition
• Printed and online advertisement testing
• Testing of POS materials, etc. 

The shelf testing with Eye Tracking is a powerful and much needed tool for a nowadays market research. And CoolTool made it easy to implement and easy to get.

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