Why EyeScan™?

A package test using EyeScan™ allows you to understand:

• How well your package breaks through shelf clutter,
• How visible your package is, and
• Your package’s holding power -- the level of consideration being directed at your package in a competitive setting.

EyeScan™ highlights the compelling elements of your package, which should be maintained, and those that do not resonate with the viewer.

How does EyeScan™ work?

EyeScan™ software collects "hard-wired" data by tracking eye movement along a shelf set or an indepth demonstration of your package displayed on a computer screen. EyeScan™ does not need cumbersome 'headsets' or other paraphernalia to track eye movement. It uses tiny cameras embedded in the computer monitor to do the job.

EyeScan™ captures multiple measures (blink rate, pupil dilation, etc…) in a fraction of a second. One advantage of using this method is that all information collected via EyeScan™ is objective since eye movement is involuntary.

Why is DDW's approach unique?

To ensure a complete package evaluation, DDW uses the EyeScan™ technique in conjunction with diagnostic and evaluative measures. Overall impression, purchase intent, uniqueness and open-ends on likes/dislikes are a few examples of additional measures incorporated into a package test with EyeScan™. DDW believes that while each component is useful on its own, when the measures are used in concert with one another, the package assessment is comprehensive and most actionable.

When should you conduct a package test using EyeScan™?

EyeScan™ can be used to address countless business objectives as there are few limitations to the capabilities with EyeScanTM package testing. Below are some examples of business objectives that could warrant this type of methodology.

• Understand how to increase shelf visibility or holding power
• Assess how you fare against a key competitor
• Understand how a new package will perform relative to an existing package
• Evaluate if a package update is needed
• Narrow down the choices of a few test packages

What does it deliver?

Key questions that can be answered from an
EyeScanTM package test include:

• How does your package perform relative to key competitors?
• How long does it take for consumers to find your package on the shelf?
• Which elements of your package are holding consumers’ attention?
• Are brand, logos or product messages being noticed?
• Are any aspects of the package being ignored? Is there a way to increase recognition?

Case study

Data and Analysis
A major pet product manufacturer, in the midst of a graphic redesign on their
best-selling product, needed to assess how the new package fared against
the existing package and two competing brands. EyeScanTM software,
along with diagnostic and evaluative ratings, uncovered the positive overall
appeal of the new package but an overly cluttered design masking the
product’s benefit communication. As a result, the product’s safety
perception was lower than desired. Ultimately, this research identified ways
to simplify the package to better connect with consumers and their concern
for their pet’s safety.