---
title: Through the (Actual) Eyes of the Consumer
description: How MDRG combined real time eye tracking data with in-depth interviews to reveal WHAT creative shoppers notice, WHICH ones they act on, and WHY they do it.
image: https://blog.mdrginc.com/hubfs/pexels-exeroniq-36444163.jpg
---

[![resized-transparent-logo](https://blog.mdrginc.com/hs-fs/hubfs/resized-transparent-logo.png?width=135&height=40&name=resized-transparent-logo.png "resized-transparent-logo")](https://www.mdrginc.com/)

- [Who We Are](https://www.mdrginc.com/who-we-are/) 
    - Who We Are 
          - [Our Team](https://www.mdrginc.com/who-we-are/)
          - [History](https://www.mdrginc.com/who-we-are/history/)
- [What We Do](https://www.mdrginc.com/what-we-do/) 
    - Industries 
          - [Healthcare](https://www.mdrginc.com/what-we-do/healthcare-market-research/)
          - [CPG](https://www.mdrginc.com/what-we-do/cpg-industry/)
          - [Finance](https://www.mdrginc.com/what-we-do/finance-industry/)
          - [Media and Communications](https://www.mdrginc.com/what-we-do/media-and-communications/)
          - [Utilities](https://www.mdrginc.com/utilities/)
    - Research & Strategy 
          - [Qualitative](https://www.mdrginc.com/what-we-do/qualitative-research/)
          - [Quantitative](https://www.mdrginc.com/what-we-do/quantitative-research/)
          - [Brand Strategy](https://www.mdrginc.com/brand-strategy)
          - [Product Innovation](https://www.mdrginc.com/sensory-product-research-offerings)
          - [AI Solutions](https://www.mdrginc.com/what-we-do/ai-solutions/)
- [How We Do It](https://www.mdrginc.com/how-we-do-it/) 
    - Whole Mind Approach ™ 
          - [Whole Mind Approach ™](https://www.mdrginc.com/how-we-do-it/)
          - [System 1](https://www.mdrginc.com/how-we-do-it/system-1)
          - [System 2](https://www.mdrginc.com/how-we-do-it/system-2)
          - [Behavioral Science](https://www.mdrginc.com/how-we-do-it/behavioral-science)
          - [Other Methodologies](https://www.mdrginc.com/other-methodologies/)
    - Products 
          - [Brand Tracking](https://www.mdrginc.com/how-we-do-it/brand-tracking/)
          - [Brand Health Score](https://www.mdrginc.com/brand-health-score)
          - [Product Innovation Pipeline](https://www.mdrginc.com/how-we-do-it/product-innovation-pipeline/)
          - [Insights Assessments](https://www.mdrginc.com/cx-insights-assessment-offering/)
          - [HX Index](https://www.mdrginc.com/healthcare-experience-hx-index)
    - Capabilities 
          - [Advertising](https://www.mdrginc.com/advertising-research)
          - [Brand Research](https://www.mdrginc.com/brand-research-2)
          - [Product Development](https://www.mdrginc.com/product-research)
          - [Customer Experience](https://www.mdrginc.com/customer-experience-research)
          - [Innovation Workshops](https://www.mdrginc.com/innovation-workshops/)
- [Our Work](https://www.mdrginc.com/our-work/) 
    - Learn More 
          - [Blog](https://blog.mdrginc.com/)
          - [Case Studies](https://blog.mdrginc.com/case-study)
          - [Thought Leadership](https://www.mdrginc.com/our-work)
          - [Resources](https://www.mdrginc.com/our-work/resources/)
          - [Podcast](https://www.mdrginc.com/our-work/mdrg-healthcare-podcast/)

- [Who We Are](https://www.mdrginc.com/who-we-are/) 
    - [Our Team](https://www.mdrginc.com/who-we-are/)
    - [History](https://www.mdrginc.com/who-we-are/history/)
    - Back
- [What We Do](https://www.mdrginc.com/what-we-do/) 
    - Industries 
          - [CPG](https://www.mdrginc.com/what-we-do/cpg-industry/)
          - [Finance](https://www.mdrginc.com/what-we-do/finance-industry/)
          - [Health](https://www.mdrginc.com/what-we-do/healthcare-market-research/)
          - [Media and Communications](https://www.mdrginc.com/what-we-do/media-and-communications/)
          - [Utilities](https://www.mdrginc.com/utilities/)
    - Research & Strategy 
          - [Qualitative](https://www.mdrginc.com/what-we-do/qualitative-research/)
          - [Quantitative](https://www.mdrginc.com/what-we-do/quantitative-research/)
          - [Brand Strategy](https://www.mdrginc.com/brand-strategy)
          - [Product Innovation](https://www.mdrginc.com/sensory-product-research-offerings)
          - [AI Solutions](https://www.mdrginc.com/what-we-do/ai-solutions/)
    - Back
- [How We Do It](https://www.mdrginc.com/how-we-do-it/) 
    - Whole Mind Approach ™ 
          - [Whole Mind Approach ™](https://www.mdrginc.com/how-we-do-it/)
          - [System 1](https://www.mdrginc.com/how-we-do-it/system-1)
          - [System 2](https://www.mdrginc.com/how-we-do-it/system-2)
          - [Behavioral Science](https://www.mdrginc.com/how-we-do-it/behavioral-science)
          - [System Process](https://www.mdrginc.com/system-process/)
    - Products 
          - [Brand Tracking](https://www.mdrginc.com/how-we-do-it/brand-tracking/)
          - [Brand Health Score](https://www.mdrginc.com/brand-health-score)
          - [Product Innovation Pipeline](https://www.mdrginc.com/how-we-do-it/product-innovation-pipeline/)
          - [Insights Assessments](https://www.mdrginc.com/cx-insights-assessment-offering/)
          - [HX Index](https://www.mdrginc.com/healthcare-experience-hx-index)
    - Capabilities 
          - [Advertising](https://www.mdrginc.com/advertising-research)
          - [Brand Research](https://www.mdrginc.com/brand-research-2)
          - [Product Development](https://www.mdrginc.com/product-research)
          - [Customer Experience](https://www.mdrginc.com/customer-experience-research)
          - [Innovation Workshops](https://www.mdrginc.com/innovation-workshops/)
    - Back
- [Our Work](https://www.mdrginc.com/our-work/) 
    - [Blog](https://blog.mdrginc.com/)
    - [Case Studies](https://blog.mdrginc.com/case-study)
    - [Thought Leadership](https://www.mdrginc.com/our-work)
    - [Resources](https://www.mdrginc.com/our-work/resources/)
    - [Podcast](https://www.mdrginc.com/our-work/mdrg-healthcare-podcast/)
    - Back

[Contact Us](https://www.mdrginc.com/contact/)

[Contact Us](https://www.mdrginc.com/contact/)

Topic: [Consumer Insights](https://blog.mdrginc.com/case-study/tag/consumer-insights) [Market Research](https://blog.mdrginc.com/case-study/tag/market-research) [Research Methods](https://blog.mdrginc.com/case-study/tag/research-methods) [Qualitative Research](https://blog.mdrginc.com/case-study/tag/qualitative-research) [Case Study](https://blog.mdrginc.com/case-study/tag/case-study)

# Through the (Actual) Eyes of the Consumer

 by [MDRG](https://blog.mdrginc.com/case-study/author/mdrg)

Nov 05, 2026

# ***The Business Question:***

 A **national wireless carrier** wanted to understand **HOW** and **WHY** shoppers engage with their in-store creative, and the impact it has on their brand.

Different signage, display types and media compete for a shopper’s focus. Our client wanted to know what was convincing and impactful to their customers as they moved through the store.

Key questions included:

- Which signs and offers drew shoppers in?
- What did shoppers notice first, second and what did they miss entirely?
- Which messages brought clarity, and which created friction?

Perhaps most importantly…

- How did the messaging align with customer’s perception of the brand?
- How did the messaging affect the customer’s relationship with the brand?

In order to deliver everything our client wanted to learn from this research, we used a 2-step approach to the research.

# ***The Approach:***

 This study is WHOLEMINDTM in action. MDRG’s approach looks at the nonconscious drivers of behavior alongside what people consciously think. Where a shopper’s eye goes is a clear example of the nonconscious at work.

 

### **Step 1: Real Time Eye Tracking**

![Picture2](https://blog.mdrginc.com/hs-fs/hubfs/freemiums/Healthcare%20Archive%20Materials/Picture2.png?width=279&height=254&name=Picture2.png)Eye tracking is a biometric research tool that captures gaze position in real time, at millisecond-level precision, mapping exactly where visual attention lands and how it moves across stimulus.

Most eye movements happen below awareness, so people can’t reliably tell you exactly where they looked. Our shoppers didn’t have to. Each one was fitted with glasses equipped with binocular sensors and a forward-facing scene camera. The system continuously logged gaze coordinates as shoppers moved naturally through the stores, generating a frame-by-frame record of visual attention.​

**We used these recordings to analyze what shoppers noticed, how long they looked, and how their eyes moved between creative, products, and the rest of the store.**

 

![interview photo](https://blog.mdrginc.com/hs-fs/hubfs/interview%20photo.jpg?width=6000&height=4000&name=interview%20photo.jpg)

### **Step 2: In-Depth Interviews**

Conducting a post-exposure interview allowed us to understand the WHY behind the eye movements of our shoppers. During the interview, shoppers had the opportunity to explain their reactions to the creative, what stood out, how it affected perceptions of the brand, and whether it generated interest in seeking more information.

**Consider This:** Real time eye tracking data being observed by an MDRG researcher indicates a long period of fixation on a particular piece of creative. Is the shopper:

1. genuinely interested, comparing options, digging into an offer, or
2. confused and searching for information, trying to make sense of competing messages

*“I’m looking longer because I want to know more”* is different from *“I’m looking longer because I don’t understand.”*

In the eye-tracking data, the two can look almost identical. **Talking with shoppers afterward made the difference clear and gave important context to the eye-tracking results.**

 

# What Did We Deliver?

We turned the combined behavioral eye tracking data and qualitative interview findings into practical guidance for the in-store experience, covering messaging hierarchy, offer clarity, creative design, placement, and the relationship between signage and products.

Our client received a comprehensive report detailing key findings and recommendations, heat maps for all pieces of creative within the stores and customer path maps for each of the stores we visited.

Within this report, we were able to let our client know:

#### **1. How the In-Store Creative Affects Brand Perceptions**

We gave our client actionable feedback on how their creative shapes brand perceptions and resonates with customers, highlighting three existing practices that build trust and credibility within their marketing.

#### **2. Creative: What’s Working and What’s Not**

We showed our client which messages confused customers, and which sparked interest, helping them refine their messaging to better meet customer needs.

**3. Path Mapping for a More Effective In-Store Experience**

We mapped how customers move through the store and recommended specific display placements to maximize impact.

 

![Picture6](https://blog.mdrginc.com/hs-fs/hubfs/Picture6.png?width=370&height=257&name=Picture6.png)      ![Picture5](https://blog.mdrginc.com/hs-fs/hubfs/Picture5.png?width=281&height=258&name=Picture5.png)

# *Go Beyond What Catches The Eye*

A glance is just the beginning. The real opportunity is understanding what it means and how your brand can respond. We pair eye tracking with expert qualitative interviewing to connect what consumers look at with their explanations of the experience, turning visual attention into clear direction for your next creative decision.

And the possibilities don’t stop at the store. Packaging, advertising, websites, apps—wherever your brand competes for attention, we can help uncover what gets noticed, what needs clarity, and where the next opportunity lies.

What makes this research so exciting? A chance to see your brand through consumers’ eyes and put that perspective to work.

**Want to see what your customers see?** [**Let’s talk.**](https://www.mdrginc.com/contact/)

Are you eager to stay ahead of the curve in your industry? Sign up for our monthly insights email and gain exclusive access to valuable market research, industry trends, and actionable recommendations delivered directly to your inbox.

- <https://www.facebook.com/share.php?u=https%3A%2F%2Fblog.mdrginc.com%2Fcase-study%2Fthrough-the-actual-eyes-of-the-consumer>
- <https://twitter.com/intent/tweet?original_referer=https%3A%2F%2Fblog.mdrginc.com%2Fcase-study%2Fthrough-the-actual-eyes-of-the-consumer>
- <https://www.linkedin.com/shareArticle?mini=true&url=https%3A%2F%2Fblog.mdrginc.com%2Fcase-study%2Fthrough-the-actual-eyes-of-the-consumer>
- [mailto:?subject=%20site&body=Check%20out%20this%20site%20https://blog.mdrginc.com/case-study/through-the-actual-eyes-of-the-consumer](mailto:?subject=%20site&body=Check%20out%20this%20site%20https://blog.mdrginc.com/case-study/through-the-actual-eyes-of-the-consumer)

Topics from this blog: [Consumer Insights](https://blog.mdrginc.com/case-study/tag/consumer-insights) [Market Research](https://blog.mdrginc.com/case-study/tag/market-research) [Research Methods](https://blog.mdrginc.com/case-study/tag/research-methods) [Qualitative Research](https://blog.mdrginc.com/case-study/tag/qualitative-research) [Case Study](https://blog.mdrginc.com/case-study/tag/case-study)

### [MDRG](https://blog.mdrginc.com/blog/author/mdrg)

## Is your research data rich but insights poor?

Download our guide to evaluate your research process and set the foundation for future success.

[DOWNLOAD NOW](https://info.mdrginc.com/landing-page-improving-insights-a-guide-to-getting-actionable-results-from-market-research)

 We are America's Favorite **Homestay for Foreign Students!**

Start your **student homestay** adventure with us today and find out why international student's from all over the world love AmeriStudent.

## More blogs on this topic:

[Through the (Actual) Eyes of the Consumer](https://blog.mdrginc.com/case-study/through-the-actual-eyes-of-the-consumer) [Using Emotional Insight to Reframe Utility Experiences](https://blog.mdrginc.com/case-study/using-emotional-insight-to-reframe-utility-experiences) [Using Synthetic Data to Reveal the Emotional Drivers Behind Consumer Behavior](https://blog.mdrginc.com/case-study/using-synthetic-data-to-reveal-the-emotional-drivers-behind-consumer-behavior) [Camp Bow Wow: Market Research for a Successful Rebrand](https://blog.mdrginc.com/case-study/camp-bow-wow-case-study)

- [Core Competencies](https://www.mdrginc.com/what-we-do/core-competencies/)
- [Careers](https://www.mdrginc.com/who-we-are/)
- [How We Do It](https://www.mdrginc.com/how-we-do-it/)
- [Contact](https://www.mdrginc.com/contact/)

- [Blogs](https://blog.mdrginc.com)

[![MDRG](https://blog.mdrginc.com/hs-fs/hubfs/raw_assets/public/MDRG_June2021/images/footer-Logo.png?width=182&height=589&name=footer-Logo.png "MDRG")](https://www.mdrginc.com/)

- <https://www.facebook.com/MDRGinc/>
- <https://www.linkedin.com/company/market-dynamics-research-group-inc-/>
- <https://twitter.com/mdrg_inc>

- New Orleans, LA 70112
- [(504) - 821 - 1910](tel:(504)%20-%20821%20-%201910)
- [info@mdrginc.com](mailto:info@mdrginc.com)

 © MDRG inc. 2021. All rights reserved [Privacy Policy](https://www.mdrginc.com/privacy-policy/)

```json
{
  "@context" : "https://schema.org",
  "@type" : "BlogPosting",
  "author" : {
    "@type" : "Person",
    "name" : "MDRG",
    "url" : "https://blog.mdrginc.com/case-study/author/mdrg"
  },
  "dateModified" : "2026-11-05T23:35:03.707Z",
  "datePublished" : "2026-11-05T23:35:03.000Z",
  "headline" : "Through the (Actual) Eyes of the Consumer",
  "image" : [ "https://blog.mdrginc.com/hubfs/pexels-exeroniq-36444163.jpg" ],
  "mainEntityOfPage" : {
    "@id" : "https://blog.mdrginc.com/case-study/through-the-actual-eyes-of-the-consumer",
    "@type" : "WebPage"
  },
  "publisher" : {
    "@type" : "Organization",
    "logo" : {
      "@type" : "ImageObject",
      "url" : "https://blog.mdrginc.com/hubfs/mdrg-logo-rgb.png"
    },
    "name" : "MDRG, Inc."
  }
}
```