22. Combining Eye Tracking with Experimental Design

  1. Howard R. Moskowitz Ph.D. President Founder1,
  2. Michele Reisner Vice President of Research1,
  3. John Ben Lawlor Ph.D.2 and
  4. Rosires Deliza Ph.D. Senior Research Scientist3

Published Online: 28 SEP 2009

DOI: 10.1002/9781444319330.ch22

Packaging Research in Food Product Design and Development

Packaging Research in Food Product Design and Development

How to Cite

Moskowitz, H. R., Reisner, M., Lawlor, J. B. and Deliza, R. (2009) Combining Eye Tracking with Experimental Design, in Packaging Research in Food Product Design and Development, Wiley-Blackwell, Oxford, UK. doi: 10.1002/9781444319330.ch22

Author Information

  1. 1

    Moskowitz Jacobs Inc., 1025 Westchester Avenue, 4th Floor, White Plains, New York 10604 USA

  2. 2

    GlaxoSmithKline, Nutritional Healthcare, Coleford, GL16 8JB, UK

  3. 3

    Embrapa Food Technology, Av. Das Americas, 29.501-Guardaratiba, 23022-470 Rio de Janeiro, RJ-Brazil

Publication History

  1. Published Online: 28 SEP 2009
  2. Published Print: 7 SEP 2009

ISBN Information

Print ISBN: 9780813812229

Online ISBN: 9781444319330



  • combining eye tracking with experimental design;
  • role of eye tracking in package design;
  • emerging field—technology measuring behavior of person's “scan”;
  • eye tracking comes of age - world of advertising and package research;
  • “innards” of eye tracking;
  • Gaze path - sequential combination of fixations and saccades;
  • boxed wine case study;
  • RDE (Realeyes Data Services) - features of boxed wine labels driving purchase;
  • Tobii's eye-tracking technology and “gaze location” recording;
  • package features driving emotions


This chapter contains sections titled:

  • The Role of Eye Tracking in Package Design

  • More About the “Innards” of Eye Tracking

  • Eye Tracking Comes of Age in the World of Advertising and Package Research

  • Boxed Wine Case Study

  • Running the Interview

  • From One Objective Measure to Two

  • Looking at the Results—What RDE Tells Us About What “Works” and How People Feel

  • Beyond the What the Respondent Says to What the “Eyes Do”

  • Dissecting the Patterns of the “Look”

  • What Happens After That First Gaze? What Eye Tracking “Really Teaches Us”

  • What “Sticks” the Viewer's Eyes to the Package?

  • Linking Emotions

  • How Do Package Features Drive Emotions?

  • Summing Up

  • Acknowledgments

  • References