Objective
The main objective of this R&D project is the methodological development of observational techniques to study behaviour and visual attention through eye tracking, which is the process of identifying where and how people look at objects and the environment, in order to understand how they process information. The project aims to expand AINIA’s knowledge in the field of neuroscience. In particular the aim is to develop the methodology Eye Tracking to meet the need for methods that provide reliable and valid information on consumers’ expectations, perceptions, memories, emotions and decision-making processes, in order to explain and predict their behaviour, particularly in the area of food products, packaging and labels.
Activities
- Preliminary study on observational measures and their application in the field of consumer research, more specifically in packaging design
- Fine-tuning of the methodology with the EYE-TRACKER
- Packaging and label design
- Validation of the Eye-Tracking methodology with consumers
- Communication and dissemination of the project
- Transfer and promotion of results
- Management and coordination
Dissemination/Transfer
- Press releases
AINIA will develop 10 R&D projects supported by IVACE
- Outreach articles
Sustainable packaging: how do consumers process information related to sustainability?
What tools support us in developing more effective communication on the sustainability of a product?
Our technicians share the latest innovations we are working on
- Interviews and reports
Article in La Vanguardia: AINIA applies neuroscience to predict consumer behaviour through their gaze
- Internal communication on project approval
The 10 ERDF projects submitted to IVACE have been approved
- Project video
Packaging design and Eye-Tracking: understanding consumer expectations through their eyes
- Fotos proyecto
- Project webinar
WEBINAR Packaging design: how to predict consumer behaviour through Eye Tracking?
- Report for companies
- Project launch poster
