Rich Moniz: Eye Tracking
Packaging has just seconds to earn a shopper’s attention, and most brands never really know if they’re winning that moment. So what actually makes someone stop, look, and choose one product over dozens of others on a crowded shelf?
According to Richard “Rich” Moniz, a longtime packaging and shopper behavior researcher, the answer starts with understanding what people notice before they even realize they’re noticing it. He explains that eye tracking reveals the subconscious path a shopper’s eyes take, showing where attention is directed, where it lingers, and where it completely drops off. When brands design with that reality in mind, packaging stops being decoration and starts acting like a silent salesperson that works around the clock.
On this episode of the Firebelly Social Show, Duncan Alney talks with Richard “Rich” Moniz, Founder of Rich Insights Research, about eye tracking and shopper behavior. They break down how eye tracking works in real shopping scenarios, why minimalism often outperforms cluttered designs, and how brands can stand out and be understood in seconds. Rich also shares why testing packaging before launch can save brands from costly retail mistakes.
Here’s a glimpse of what you’ll learn:
- [3:20] Rich Moniz talks about why failed package designs become stepping stones to success
- [12:53] The pitfalls of bias and instinct over data in packaging
- [17:18] The two-part formula for packaging that sells itself
- [20:26] Risks brands take when skipping testing before major retail launches
- [24:54] Why emerging brands often overlook crucial shopper testing
- [27:55] How collaboration with designers and data creates winning packaging
- [36:53] Applying eye-tracking to ads, video, websites, and social media creative
About Richard “Rich” Moniz:
Richard “Rich” Moniz is the Founder of Rich Insights Research, a firm that helps CPG brands scientifically optimize their packaging by studying real shopper behavior through advanced eye-tracking technology. With a track record of working with industry giants like Kraft, Mondelez, and Hershey’s, Rich has helped both global CPG leaders and emerging brands create packaging that truly stands out and converts at retail. His work bridges behavioral science and practical insight to help brands make clearer, more confident decisions.
Resources Mentioned in this episode
- Duncan Alney on LinkedIn
- Firebelly Marketing
- Richard “Rich” Moniz on LinkedIn
- Rich Insights Research
- “Crafting Identity: Anna Ison on Design, Culture, and Entrepreneurship” on the Firebelly Social Show
- “Eric Martindale On The Importance Of Brand Awareness” on the Firebelly Social Show
- Neeley Kolsch Britt on LinkedIn
Quotable Moments:
- “Packaging is a salesperson that never sleeps, but only if it’s designed to be actually seen.”
- “If something is overly complex, people just filter it out, and if that’s on the shelf, it’s just completely ignored.”
- “It has to be able to stand out really well, but then it needs to be easily understood as well.”
- “I would find myself often relying on the behavioral data, you know, the eye-tracking data, because it was just that much more predictive.”
- “For the amount of money it costs to print and to send it off to retail, like, why not?”
Action Steps:
- Test packaging in real shopping contexts: Observing how shoppers actually see and scan shelves reveals what truly captures attention.
- Simplify front-of-pack messaging: Reducing clutter helps shoppers quickly understand your product within seconds of noticing it.
- Use eye tracking to validate design instincts: Behavioral data provides objective proof that supports or challenges creative assumptions.
- Benchmark against competitors on shelf: Comparing designs in context shows whether your packaging stands out or blends in.
- Apply learnings as long-term design principles: Carrying insights forward helps guide future packaging decisions and reduce costly mistakes.