Eye-tracking on a planogram render: what it can and can't tell you

Eye-tracking on a screen is not shopping. It is a proxy for fixation under controlled conditions. Useful for comparing route A vs route B. Dangerous as proof that you will beat the category leader.

We use it after hierarchy is narrowed, not before. Show two or three finalists in a realistic planogram context, with competitors at true relative size. Measure time to first fixation on brand and flavor cue, not just total dwell.

Pair eye-tracking with a pick-up task when budget allows. Fixation without conversion intent is vanity. The studies that survive scrutiny combine behavioral data with a clear hypothesis stated before the test runs.