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Eye contact: Clemson's shopper research on display

Sep 11, 2011 11:41:00 AM - thestate.com
A Clemson University project that tracks shoppers' eyes as they browse the aisles of a simulated grocery store will be featured this month at a packaging and processing trade show in Las Vegas as a way to determine what draws customers to buy a product.

The exhibit uses digital technology to track what participants look at and find persuasive as they walk through the mock store named C U Shop.

It's an innovative research tool that uses the technology of new eye-tracking glasses to show the impact of packaging, said Maria Ferrante, vice president of education and workforce development for Packaging Machinery Manufacturers Institute.

"It really shows that packaging is truly important and really affects our daily lives. When we go into a retail store and make decisions, packaging is often the reason," she said. "This is one way consumer goods companies can test packaging and its effectiveness."

The Virginia-based institute is helping pay the way for nine students from the South Carolina university to showcase their project at PACK Expo in Las Vegas Sept. 26-28. More than 25,000 people are expected to attend the event billed as the largest processing and packaging industry trade show in North America.

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