Can eye-tracking techniques overcome some a limitation of conjoint analysis? Case study on healthfulness perception of yogurt labels
L. VIDAL
L. ANTUNEZ
A. SAPOLINSKI
A. GIMENEZ
Results from conjoint analysis do not allow to conclude if a certain variable is not relevant for consumers or if it did not catch their attention. The incorporation of eye-tracking to conjoint analysis seems to be a proper way to overcome this limitation. The aim of the present work was to evaluate the contribution of eye-tracking techniques to the interpretation of results from conjoint analysis using a case study on consumers' healthfulness perception of yogurt labels. Sixteen yogurt labels (designed according to a full factorial design with four 2-level factors – label background, fat content, sugar content and traffic light system –) were presented to 51 consumers, who were asked to rate their healthfulness. Participants' eye movements when evaluating the labels were recorded using an eye tracker.
Fat content was the only variable that significantly affected perceived healthfulness. Eye tracking provided an insight on how consumers visually processed the labels and allowed to conclude that consumers visually processed all the information responsible for differences among labels.
