Anyone used eye-tracking for FMCG shelf placement research?

Question

We're trying to figure out if our snack packaging is actually getting noticed in a crowded aisle. Wondering if eye-tracking is worth the cost or if there's a cheaper alternative.

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Wei Zhang · Answer

Yes, we've used Tobii eye-tracking for exactly this kind of shelf study — it's great for heatmaps showing where attention lands first, but it can run $15-30k for a full study. If budget is tight, try a virtual shelf test through a tool like Conjointly or even a simple 5-second test on UsabilityHub — you won't get gaze paths but you'll still learn if your pack is standing out.

Anyone used eye-tracking for FMCG shelf placement research?

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