Exhibit 14.6 Show card with visual of several pack facings jumbled together, used for testing findability.
While eye trackers yield accurate metrics on visual attention, they are relatively expensive
devices that require special facilities.
An alternative research method that is well suited for assessing findability, makes use of show cards such as the
one shown in Exhibit 14.6, with several pack facings jumbled together. After briefly prompting them with an image of the new
packaging, respondents are asked to circle as many occurrences as they can find of the new design in the show card, within a few seconds.
This would work well as an exercise in qualitative research setting. Alternatively, using computer-assisted personal
interviews (CAPI), the technique can be deployed online with respondents asked to click as many of the test packs, over the allotted
time.
