What is Eye-Tracking? Eye-tracking is an essential tool for any Neuromarketer to understand how consumers think, feel and behave. Vision One are experts in eye-tracking, and this article explains all you need to know about the topic and the benefits to your business. Leading Eye Tracking Agency Eye-tracking is, first and foremost, a measure of visual attention, which can inform us about the essential and primarily allusive processes underlying decision-making (both conscious and unconscious), emotional responses, and, ultimately, behaviour. Eye-tracking is generally thought of in relation to computers and technology, but interestingly, eye-tracking as a practice pre-dates computers, originating in the 19th Century! The first method involved a complicated set of mirrors facing the participant’s eyes while they were reading, and the Researcher counted the number of eye movements (known as saccades) and pauses (known as fixations; Javal & Lamare, 1879). This method provided Scientists with the essential building blocks of how people read and process information, a fundamental insight which holds strong today. Eye-Tracking in Neuromarketing Neuromarketing is a research approach incorporating the principal aspects of Neuroscience, Cognitive Psychology, and Marketing to deliver insights about the relationship between the human mind and behaviour. It also seeks to determine how consumers make purchasing…
