Eye-tracking research is a qualitative / ethnographic discipline within market research. It can be used in many situations to gain a deeper insight of customers and how they interact with communication, brands and packaging. It is highly accurate and goes beyond verbal responses and doesn’t rely on what people tell us.
Eye-tracking research accurately records where people look as they perform tasks. By tacking pupil movements using infra-red sensors, Eye-tracking precisely determines where people look, what they read and of course exactly what they miss. This is vital information for those involved in brand and advertising communications.
What Can Eye-Tracking Research You Use It On?
Eye-tracking research is perfect for recording dynamic content such as TV advertising, Films, Games along with also still adverts and Website usability testing. Below shows the heat maps for two advertising executions. The heat maps highlight where the focus of attention is…
Take a look at a few other examples here on our YouTube channel.
Vision One’s state of the art eye-tracking research solution iVision is available in both static and mobile options. It can be combined with other measures such as Facial Expression Analysis and other neuro measurements.