The eyes have it for Easyfairs
by Annie Byrne
Trade exhibition organiser Easyfairs is taking the next step in tracking of consumer behaviour at its trade fair Packaging Innovation 2010, by showcasing a new system from UK technology company Eyetracker. Eyetracker’s optical recognition system is a special pair of glasses that record what people see in their field of vision and the precise spot they focus on. It is designed to help brand managers and designers build an accurate picture of what consumers’ eyes are drawn to, and therefore what makes effective packaging. “The eye only needs to focus for 0.3 seconds on an image for it to have an impact. With packaging being a main reason why people pick up products or not, it is important to understand what draws the consumer in,” says research director, Iain Jones. Jones’ team will set up a virtual supermarket at the exhibition, where visitors can see the equipment in action. “Technology has changed so much in the last 50 years and Eyetracker is no different. It can now be taken out of the university labs and used on any brief to benefit the marketing world,” he adds. MD of Easyfairs UK, Matt Benyon, says: “We are delighted to have Eyetracker at the show; helping visitors improve their products via new ideas and concepts sits completely at the heart of the event.” The Packaging Innovation 2010 show takes place 24 – 25 February at the Birmingham NEC.