Rich Moniz: Eye Tracking

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. In this episode… 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.