The Sens-pack approach consists of consumer selection, eye tracking and face-to-face interviews. Consumers are recruited to fit a pre-defined profile. Depending on penetration ratios, they are either pre-recruited or recruited on street in the vicinity of the test location. They are asked to perform a number of tasks on the individual packaging while in front of a large screen that displays the shelf. The consumers’ reactions are captured through computer-assisted interviewing, both in front of the shelf as well as in a separate room. Among the things measured are attention, attraction, pattern, imagery & attitude and purchase intent.