Reframing the problem
If we only ask: How can we compare consumer responses to packaging?
The more useful question: Which stage needs changing: attention, understanding, or actual use? Put the measures back into the same activity to inform a specific design recommendation.
The question
Noticing packaging, understanding its information, and using it successfully are different events. This dairy-packaging study needed to examine each to identify a useful design change.
I led the multimodal research design, measurement, and synthesis. The risk was ending with a separate set of charts from every instrument and no shared design implication.
How I used the tools
Each method had a defined job: EEG for comparing early responses, gaze for visual paths, and natural observation for picking up, opening, and eating. I brought results together around the same task step, while keeping their interpretations separate.
A small, concrete output
One shareable recommendation was to add instructions for using the fruit cup. It brought the discussion back to whether the packaging explained the intended action.
This was a design recommendation; public material does not include post-launch results. Brands, comparisons, and other findings remain private. My contribution was connecting measurements to a specific issue a designer could address.