Six rules for designing shelf tests

Kirk Hendrickson

This article explains how the industry can get better at designing shelf tests that are optimised to provide actionable results once the analysis is complete, by taking a fresh look at best practices.

The highest-quality research and the most actionable insights always start with a good shelf test design. Over the years, we've given a great deal of advice on this subject and have developed a set of best practices related to performing shelf tests using eye-tracking methodologies.

Thinking about the test itself as its own design project is directly related to how successful the test will be. Shelf tests are standard practice for new product development, planograms, or rebranding existing products that are experiencing competition from emerging brands. Shelf tests benefit greatly from an eye-tracking methodology that enables the client to understand...

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