20 In today’s retail environment, consumer products are increasingly competing for customer’s attention. Research has shown that 60-80% of purchasing decisions are influenced in-store. Thus, packaging that stands out from competitors gains a competitive advantage. This study investigates the use of eye-tracking as a method to evaluate and design packaging with better Point-of-Purchase qualities. An eye-tracking laboratory was used and shoppers were recruited for three rounds of experiments. In total, 128 participants were recruited in order to assess the potential of eye-tracking. Results show that, when taking some methodological constraints into account, eye-tracking complements traditional methodologies with further insights when investigating the Point-of-Purchase qualities of packaging. https://jbrmr.com/details&cid=20 https://jbrmr.com/cdn/article_file/i-4_c-20.pdf Volume 05 Issue 1 4 2010-10-01 2012-02-24 no Eye-tracking point-of-purchase marketing FMCG Package design none 581152 67 0 Erik Wastlund CTF-Service research center, Karlstad University Poja Shams CTF-Service research center, Karlstad University Martin Lofgren CTF-Service research center, Karlstad University Lars Witell CTF-Service research center, Karlstad University Anders Gustafsson CTF-Service research center, Karlstad University