4.3 Experimental Design
Canned creole stimuli were placed in the canned food section of CUshop™. The control, can facts, and litho end
stimuli were rotated per day so that side by side shelf presence would not influence the participants viewing the
creole. This study wanted to eliminate the participants from choosing between the two variations, but rather just
see the product for what it was. Each stimulus has Areas of Analysis (AOA’s) and Areas of Interest (AOI) that
were mapped on a high resolution image using Tobii Studio. The AOA’s are determined by the location of the IR
markers on the store shelves, which is defined as the area where the eye tracking data is recorded for each
participant (Hurley et al., 2015). Each creole stimulus has a particular Area of Interest (AOI) that is located
inside the AOA. Eye tracking data was compared for the AOI’s for the three stimuli of creole (control, can facts,
litho ends).