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Eye Tracking Research
Exploring the Subconscious Mind
Eye-Tracking Research
Wondering how eye tracking research companies can impact your strategic decision-making?
Imagine being able to see things through your customers’ eyes—precisely as they see things. Just imagine being able to track what they look at first and what interests them enough to hold their gaze.
Eye Tracking Research really does let you see through the eyes of your consumer. It’s revealing, perfect for communications and usability testing and gives you a far deeper insight into how they process communication, brands and packaging. It’s like pulling back the curtain – delving far beyond verbal responses to explore and understand the subconscious mind – and real customer behaviour.
Static PC-based eye-tracking is ideal for evaluating websites, packaging, and advertising, while our highly advanced, lightweight, and portable mobile kits (Neon) accurately explore subconscious behaviour when shopping online or in the real world.
Our Client Success Stories
Introduction to Eye Tracking Research
Eye-tracking doesn’t just accurately record where someone looks as they perform a task. It’s precise, clever and provides a goldmine of valuable insight. Exactly what did their eyes fixate on? What did they see first? How long did their eyes linger and what did they gloss over entirely or not see at all? It’s like tapping into their subconscious and exploring elements they’re not even aware of themselves.
iVision provides vital, game-changing information for brand and advertising communications and is ideal for exploring:
- Shopping behaviour and store navigation – shopper research
- Website design and Usability studies
- Product or packaging research (what people see and read) – PackProbe
- Digital, press and outdoor advertising & POS and how it attracts their attention – AdProbe
Benefits of Eye Tracking
Understand precisely where your subjects are looking – and for how long – without needing to self report or guess
Importantly, uncover subconscious behaviour to understand how consumers instinctively act
Gain a practical understanding of what works and what doesn’t
Generate a visual representation of how people behave and interact with their surroundings
Understand areas that would be impossible to recall or quantify (like a customer recording their journey in a shop). So you can maximise the impact of their environment, what they see and what stimulus they are exposed to
Identify redundant or disruptive visuals and design elements so you can streamline your product or service and maximise the effectiveness of communications
Inside the Mind of the Customer
At Vision One, we like to push the boundaries and provide a deeper level of strategic insight for our clients. That’s why we give you the option to combine our UK Eye-tracking research services with our other Neuromarketing research tools – like Face Emotion and EEG.
Our analysis and outputs are innovative, exciting and hugely revealing. Gaze plots show the order in which people interact with your packaging or communication. Heat Maps and Opacity Maps highlight the key areas which are seen and fixated upon. It’s a combination that provides unparalleled insight.
To us, eye-tracking is the perfect tool to record dynamic content, such as TV advertising, films, games and website usability testing. Take a look at our example below – it shows the heat maps for Domino’s Pizza advertising executions. The heat map brilliantly highlights the focus of attention.
Types of Eye-Tracking Research
Eye Tracking is versatile and highly effective, so you’ll find there’s an approach that perfectly fits your needs:
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Stationary Eye-tracking
These are high quality stand-alone, research grade devices for pinpoint accuracy.
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Mobile Eye-tracking
These mobile eye-tracking glasses (or headsets) have built-in integrated eye-tracking and sound recording.
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Online Eye-tracking
Survey software utilised the built in camera allowing large sample data collection around the globe.
START YOUR JOURNEY TODAY
If you are curious to know more about how we could work together, or how our insights can grow your business, then please give call us on 0203 693 3150 or use the contact button below.
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