Consumer product giants such as Unilever (UL -0.8%), Procter & Gamble (PG +3.5%), and...

|About: Unilever Plc (UL)|By:, SA News Editor

Consumer product giants such as Unilever (UL -0.8%), Procter & Gamble (PG +3.5%), and Kimberly-Clark (KMB +0.1%) increasingly ignore what focus groups say to instead target what they watch as they make buying decisions. It turns out that in many cases responses by focus groups are influenced by what subjects think might be the wanted responses, while retina tracking provides a more visceral measure of preferences.