Researchers over at Kimberly-Clark reportedly used computer screens outfitted with retina-tracking cameras when the company launched a new package for its Viva paper towels. According to Senior Manager Kim Greenwood, the goal was to find out which designs got noticed easily in the first 10 seconds after a consumer looks at the shelf.
On the other hand, Unilever reportedly installed a virtual 3D environment wherein testers wore glasses equipped with sensors. This allowed the company to improve the design of its Axe body wash product. The Wall Street Journal notes that company researchers have watched the eye movements of consumers since the 1900s. Today’s technology, however, allows giant companies to track retinas more accurately.