Visualize In-Store Purchasing Behavior at Shelves with Eye-Tracking! MRS to Launch "Eye-Tracking Shelf Test" Package Research Service on June 29, 2026

Marketing Research Service Co., Ltd. (MRS), which develops support services for market research and marketing research (Headquarters: Toshima-ku, Tokyo; Representative Director: Eriko Iwakawa; hereinafter "MRS"), announced that it will begin offering its package research service "Eye-Tracking Shelf Test," which utilizes eye-tracking technology, starting June 29, 2026.

"Eye-Tracking Shelf Test" is a research service that combines shelf tests, where consumers select products from a mock shelf, with eye-tracking measurements and in-depth interviews.

This service analyzes "what consumers saw," "which products caught their eye," and "why they chose or did not choose a product" at the shelf, through actual eye-tracking data and interviews with the participants. It can be utilized for verifying package designs, product names, brand logos, and promotional messages for new or renewed products.

Service Site: https://service.mrs.co.jp/eyetracking

Download Materials: https://mrs.smktg.jp/public/application/add/890

Background of Service Provision: Purchase results alone do not reveal what happened at the shelf.

Traditional package research using mock shelves primarily allows us to understand the following:

Percentage of test products selected

Reasons for choosing or not choosing a product

Impressions and evaluations of the packaging

However, consumers spend a short amount of time comparing products at the shelf, and many decisions are made intuitively. Therefore, traditional package research using mock shelves alone may not fully capture actual eye movements and decision-making sequences. For example:

Was the target product even within the consumer's field of vision?

If it was in their field of vision, which elements of the package did they look at?

After looking at the product, why did they not pick it up?

What criteria did they use for comparison when comparing with competing products?

What were the points of hesitation or eye movements that the consumer themselves were not aware of?

MRS developed "Eye-Tracking Shelf Test" to more concretely grasp these behaviors at the shelf and provide insights useful for package design development.

What is "Eye-Tracking Shelf Test"?

Image is for illustrative purposes only.

"Eye-Tracking Shelf Test" is a service that combines product selection surveys in front of a mock shelf with eye-tracking measurements using an eye-tracker.

An eye-tracker is a device that can record where a subject is looking, using a camera and sensors built into a glasses frame. Survey participants wear the eye-tracker and select products from a mock shelf.

Afterward, an interview is conducted while reviewing the recorded eye-tracking video with the participant. By reflecting on their actual behavior, we can delve deeper into the reasons behind their choices on a behavioral basis, rather than relying solely on memory or impressions, exploring "why their eyes were drawn to that product," "why they passed it by," and "what they compared to make their selection."

Features of "Eye-Tracking Shelf Test"

1. Understand if the product was "found."

Even if a product was not selected, we can confirm whether it was within the consumer's field of vision or if it was not found on the shelf.

This allows us to identify the issue of "lack of recognition," which is difficult to determine from selection rates alone, and serves as a reference for reviewing package color, shape, logo, and presence on the shelf.

2. Confirm where the eyes were drawn on the package.

We can grasp which information consumers focused on, such as the product name, brand logo, package color, product photo, catchphrase, quantity display, and price display.

For example, we can observe behaviors like "their eyes were drawn to the product photo, but they did not read the copy describing its features" or "immediately after looking at the regular product, their gaze shifted to the price display."

3. Delve into selection reasons based on actual behavior.

Since the participant answers while viewing their own eye-tracking video, it is easier to elicit specific background reasons for their decisions, which are difficult to obtain through general questionnaires.

Even for responses like "I didn't choose it for some reason" or "I don't remember seeing it," we can confirm impressions, hesitations, and comparison points during product selection by using eye movements as clues.

4. Easily organize priorities for package improvement.

From the survey results, we can organize whether the issues to be improved are "getting noticed," "understanding features," or "differentiation from competing products."

This can be used for evaluating packaging before new product launches, considering renewals for existing products, and verifying shelf layouts and in-store displays.

Expected Benefits and Outcomes

1. Elicit genuine, real opinions.

Since the participant explains while viewing the video of their actual behavior, we can elicit "real reasons for product selection" that tend to be hidden in surveys alone.

2. Visualize and delve into "unconscious behavior."

We can capture and delve into unconscious eye movements (where the eyes stop or pass over) that even the participant is unaware of, such as "they looked from top left in order" or "they immediately shifted their gaze to the price tag after looking at the regular item."

Anticipated Usage Scenarios

Pre-launch evaluation of new product packaging

Renewal of existing product packaging

Confirmation of visibility for product names, brand logos, and catchphrases

Verification of shelf presence compared to competing products

Confirmation of whether product features and benefits are communicated

Evaluation of the sales floor, including price displays and promotional materials

Consideration of in-store shelf allocation and product display positions

And more

Strengths in Venue Surveys and Shelf Tests at MRS

Survey Venue "MRS The Room"

Leveraging its experience in conducting Central Location Tests (CLT), MRS provides consistent support from design tailored to survey objectives, to execution, analysis, and reporting.

MRS has conducted venue surveys in various industries such as food, daily necessities, cosmetics, and beverages, with over 200 venue surveys conducted in peak years. In Otsuka, Tokyo, MRS owns a proprietary venue of approximately 200 square meters that can accommodate up to 100 people, equipped with facilities necessary for shelf tests, such as shelves for product display and reach-in coolers.

In addition to its proprietary venue in Tokyo, MRS also supports surveys nationwide. We propose appropriate survey designs based on the survey area, product characteristics, and themes to be verified.

Service Overview

Service Name: Eye-Tracking Shelf Test

Launch Date: June 29, 2026

Survey Methods: Shelf test using a mock shelf, eye-tracking measurements, in-depth interviews utilizing eye-tracking video

Primary Application: Products where multiple products or packages are compared in a store setting

Service Site: https://service.mrs.co.jp/eyetracking

Download Materials: https://mrs.smktg.jp/public/application/add/890

About Marketing Research Service Co., Ltd.

Marketing Research Service Co., Ltd. is a "comprehensive marketing research" company that supports the business and marketing of various companies, such as manufacturers, with the philosophy of being "outstanding researchers and a supporting professional team capable of responding to any marketing challenge of our clients."

We partner with our clients from the stages of problem definition and hypothesis building, and provide marketing research that ensures the information obtained leads to the next action.

Company Profile

Company Name: Marketing Research Service Co., Ltd.

Business Activities: Marketing research services

Location: Nissei Otsuka Ekimae Building, 2-45-8 Minami-Otsuka, Toshima-ku, Tokyo

Representative: Eriko Iwakawa

Corporate Site: https://www.mrs.co.jp/

Owned Media "digmar": https://mrs.co.jp/digmar/