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There are research questions that will always be best answered by eye tracking. These questions are related to attention capture and engagement, and include all those listed in the “Measuring Attraction-Related Differences” section earlier in this chapter. For example, when my team was asked to find out which location of the recipe labels on meat packaging made the labels most noticeable, there was no hesitation that eye tracking was the right method (see Figure 2.13). Data gathered through other channels, such as asking people what drew their attention and when, would have not been nearly as reliable because humans are not fully conscious of their attention focus.

FIGURE 2.13 One of the questions in this study pertained to the location of the recipe label: Would it be easier to notice when placed below the meat label (left photo) or diagonally across from it (right photo)?