The FDA has been running multiple DTC studies for about a year and this food-related study may shed light on how they are conducting them.
This study, using eye-tracking technology from Tobii, had sixty subjects and was measuring visual attentiveness to nutritional information on grocery products in the cereal, soup, and snack aisles.
The results showed that only a third of participants viewed nutrition information at least once, and among those who had viewed the “nutritional contents label,” eye tracking data revealed the actual time spent looking at this information was less than one second. Among all participants, only two looked at the ingredients list.
It is likely the FDA will be using a similar approach for DTC risk information for prescription products. Hopefully our results are a bit better than the grocery aisle.