Eye Tracking Children's Shopping Behavior

Background image

German public television station ZDF conducted a test study on the shopping behavior of children using SMI Eye Tracking Glasses.

Challenge

Amid the long-running debate about children's eating habits, Christian Rach, a famous German TV expert on cooking and nutrition, wanted to know which visual elements on shelves and packages captured children’s attention and influenced their buying decision.

Solution

The team used SMI Eye Tracking Glasses to analyze which visual elements on shelves and packages captured children’s attention and influenced their buying decision.

SMI Eye Tracking

The Eye Tracking Glasses were connected to a smartphone recorder were used to register the childrens' eye movements and to record the perception of products from a child's perspective.

Benefit

The difference in what made it in to the shopping trolley of school kids seven to eight years old and only slightly younger children five to six years old is surprising, with the younger children far more conscious of meeting the dietary needs of the family.

Background

“Rach tischt auf”, a program on topics around food and nutrition on the German public TV station ZDF, conducted the study on the shopping behavior of children. Kids aged 5-8 years old were asked to freely shop in a supermarket not just for themselves, but for all members of their family.

Benefit

The difference in what made it in to the shopping trolley of school kids seven to eight years old and only slightly younger children five to six years old is surprising, with the younger children far more conscious of meeting the dietary needs of the family.

Customer name ZDF / Rach tischt auf
Customer website Full broadcast (German)