--- title: "Package testing: How to spot unmet opportunities | PLAY" description: There’s a better way to identify and act on unmet shopper needs. Look no further than eye-tracking for epic insights you can glean when testing your pack. image: https://www.playinnovation.com.au/hubfs/Couple%20in%20supermarket.jpeg --- x ## psst! want to know how the industry typically innovates? Get in on our original research into FMCG innovation in Australia in this free report. Simply download your copy below. [![PlayInnovation Logo](https://www.playinnovation.com.au/hubfs/PlayInnovation_S2_Logo_RGB-2%20PLAY%202.2%20White%20Logo%20Transparent%20Background-3.svg "PlayInnovation Logo")](https://www.playinnovation.com.au/) [![PlayInnovation Logo](https://www.playinnovation.com.au/hubfs/PlayInnovation_S2_Logo_RGB-2%20PLAY%202.2%20White%20Logo%20Transparent%20Background-3.svg "PlayInnovation Logo")](https://www.playinnovation.com.au/) - [HOW WE WORK](https://www.playinnovation.com.au/how-we-work) - [Insights](https://www.playinnovation.com.au/insights) - [**Explore**Dig deep into unmet needs and prepare opportunity springboards](https://www.playinnovation.com.au/insights/explore) - [**Develop**Generate ideas and begin your concept development](https://www.playinnovation.com.au/insights/develop) - [**Prove**Test out your product and pack, and refine it ahead of launch](https://www.playinnovation.com.au/insights/prove) - [**Monitor**Understand your performance by evaluating in-market results](https://www.playinnovation.com.au/insights/monitor) - [INNOVATION](https://www.playinnovation.com.au/innovation) - [**Innovate Innovation**Refresh and retune your innovation process from beginning to end](https://www.playinnovation.com.au/innovation/innovate-innovation) - [**Fuelling the Pipeline**Get a focused pipeline of opportunities to deliver real growth](https://www.playinnovation.com.au/innovation/fuelling-the-pipeline) - [**Consumer-led Product Development**Agile check-ins with consumers earlier and more often](https://www.playinnovation.com.au/innovation/consumer-led-product-development) - [**Post-launch Radar**Figure out what worked (and why), so you can pivot and optimise](https://www.playinnovation.com.au/innovation/post-launch-radar) - Your Resources - [**Knowledge Hub**Access thought-provoking research on market trends and new product development](https://www.playinnovation.com.au/the-knowledge-hub) - [**Blog**For the latest news and updates on consumer insights and product innovation in FMCG](https://www.playinnovation.com.au/blog) - [**Case Studies**Results that prove we’ve got it. See how we helped FMCG brands innovate better](https://www.playinnovation.com.au/case-studies) SEARCH [Get In Touch](https://www.playinnovation.com.au/contact) Enquire Today ![](https://cdn2.hubspot.net/hubfs/2518731/_PlayMR%202020/Blog%20Page/close-button.png) # package testing: how to spot unmet opportunities [![Arrow Down](https://cdn2.hubspot.net/hubfs/2518731/_PlayMR%202020/Global/banner-arrow.png)](https://www.playinnovation.com.au/blog/package-testing-how-to-spot-opportunities-eye-tracking#next) ## package testing: how to spot unmet opportunities by: **[PLAY](https://www.playinnovation.com.au/blog/author/play)** Understanding current shopper needs and behaviours requires you to step into other people's shoes – a task that’s challenging for even the most knowledgable and empathetic expert. The ideal situation is seeing exactly what your shoppers are seeing from their perspective. Eye-tracking allows you to do that, for real. That’s why it’s so popular: “The [eye-tracking market](https://www.marketsandmarkets.com/Market-Reports/eye-tracking-market-144268378.html) is exploding, expected to reach nearly $1.1 billion by 2025, up from $368 million in 2020.” Want to learn more before jumping on the bandwagon? In this article, we’ll fill you in on the epic benefits of eye-tracking, so you can better identify unmet shopper needs and start acting on them – fast. ![Women checks her shopping list on mobile while her partner browses the supermarket's product range](https://www.playinnovation.com.au/hs-fs/hubfs/Couple%20in%20supermarket.jpeg?width=604&name=Couple%20in%20supermarket.jpeg) **get the juicy details** Using eye-tracking to record behaviour helps you understand what shoppers are searching for and what is catching their attention along the way. We think eye-tracking glasses are blinking brilliant (excuse the pun!) because they can tell you exactly what people look at and for how long. This means they can be used for fine detail, like identifying the particular part of a pack that someone focuses on and where their gaze shifts next – with incredible accuracy. This method of packaging research is particularly potent when measuring the effect of new pack design or shelf materials using metrics like 'time-to-find' and 'fixation'. ![Woman shop assistant checking packaged dairy products on the supermarket shelves](https://www.playinnovation.com.au/hs-fs/hubfs/Stock%20Images%202/Female%20staff%20checking%20grocery%20products%20in%20shelf%20of%20supermarket.jpeg?width=604&name=Female%20staff%20checking%20grocery%20products%20in%20shelf%20of%20supermarket.jpeg) **identify white space** By using eye-tracking glasses on a smart wall like ours, you can understand how focus categories work in reaching your consumer and where there are white spaces with unmet shopper needs. What does this mean? You get the inside scoop on golden NPD opportunities to pursue that facilitate pack stand-out and ultimately, (repeat) purchase.   --- **subscribe to hear what’s new in shopper research. top-shelf content only, we promise** [![subcribe-button](https://www.playinnovation.com.au/hs-fs/hubfs/subcribe-button.png?width=251&name=subcribe-button.png)](https://www.playinnovation.com.au/blog/package-testing-how-to-spot-opportunities-eye-tracking?hs_preview=PAyVKktx-77515250734#subscribe-form) ---   **answer critical questions** And there’s more! Using eye-tracking in your package testing will also help you answer the following questions: 1. In this shopper journey, where are the unmet needs for the category? Where should I play? 2. What are shoppers currently turning to when finding solutions for jobs on their to-do list? 3. What are the benefits that resonate and drive product choice? 4. What elements of current competitor products could you pinch (while PLAYing nicely!), adapt or remove? ![Woman researcher considers questions to be answered with package testing as blackboard doodles hover overhead](https://www.playinnovation.com.au/hubfs/Stock%20Images%202/Portrait%20happy%20young%20woman%20thinking%20dreaming%20has%20many%20ideas%20looking%20up%20isolated%20grey%20wall%20background.%20Positive%20human%20face%20expression%20emotion%20feeling%20life%20perception.%20Decision%20making%20process%20concept.%20) **develop your ideas** Lastly, eye-tracking glasses can not only be used to improve current products, but also guide the development of future ones. Here at PLAY Innovation, we’re always thinking about supporting your long-term success. That’s why we also help you understand how to continue developing ideas, so your product and brand can meet the needs revealed in research – tomorrow and beyond! **over to you** Want fast, accurate and deliciously cost-effective packaging insights? With facilities like eye-tracking and interactive smart walls, we can speed up your package testing while you live stream from the comfort of your own home (or we’re happy to host if you fancy a trip to the beach!). Don’t risk getting lost on the shelf. [Get in touch](https://www.playmr.com.au/contact) with the PLAY team to learn more about how eye-tracking can deliver benefits to your business. We can’t wait to hear from you.   #### read it, love it, share it. about the author ### [PLAY](https://www.playinnovation.com.au/blog/author/play) As the experts in consumer-led innovation in FMCG, we partner with manufacturers and retailers to lift the productivity and effectiveness of their NPD. It’s all in how we blend innovation advisory with tailored consumer insight using an agile, consumer-first approach. Think of us like the connective tissue within your innovation process. We guide you at every step of the journey, helping you align, focus and develop ideas and products that sell. ###### ask the author ### categories [the art of failing forward into successful NPD innovation](https://www.playinnovation.com.au/blog/failing-forward-into-successful-npd-innovation) [create a triple win by trying NPD “yes, and” with retail buyers](https://www.playinnovation.com.au/blog/create-a-triple-win-by-trying-npd-yes-and-with-retail-buyers) [recession proof: ramping up innovation during an economic downturn](https://www.playinnovation.com.au/blog/recession-proof-ramping-up-innovation-during-an-economic-downturn) [listen or lose! the consumer-led way to avoid new product disaster](https://www.playinnovation.com.au/blog/listen-or-lose-the-consumer-led-way-to-avoid-new-product-disaster) [an action plan for FMCG businesses to avoid the ACCC’s campaign against greenwashing](https://www.playinnovation.com.au/blog/action-plan-avoid-campaign-against-greenwashing) [wins & woes in online grocery shopping: the experts weigh in](https://www.playinnovation.com.au/blog/wins-woes-online-grocery-shopping-trends) ### recent posts [The PLAY team’s top product picks for 2024](https://www.playinnovation.com.au/blog/plays-2024-product-picks-0) [smart choices in AI: how to evaluate consumer research AI tools](https://www.playinnovation.com.au/blog/smart-choices-in-ai) [the art of failing forward into successful NPD innovation](https://www.playinnovation.com.au/blog/failing-forward-into-successful-npd-innovation) ### play perspectives [get to market faster with innovation sprints](https://www.playinnovation.com.au/blog/get-to-market-faster-with-innovation-sprints) [reaching new highs: Australia's cannabis industry](https://www.playinnovation.com.au/blog/australia-cannabis-industry-excerpt) ## 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