Eye tracking is imperative to understand shopper’s attention and shopping behavior. Most purchase decisions are made in a split second and subconsciously and products must therefore visually attract and quickly grasp the shopper’s attention.
Eye tracking captures shoppers’ habitual and subconscious behavior in a natural and unbiased fashion. It reveals in an objective way what really attracts consumers’ attention and eliminates social desirability bias or errors that may occur when relying on human recall. As such, eye tracking provides a complement to conventional research methods.
What we do?
We have a range of products for the MR market that we can supply to suit your needs. We supply the world’s leading eyetrackers for MR from Tobii.
Knowing what consumers notice and what they ignore or miss out on is a vital first step to ensuring effective visual marketing and advertising. Vision is driven by direct emotive impulses. It’s our primary way of observing and evaluating the world around us; it’s how we filter and make sense of information.
The average time spent looking at a print ad is less than two seconds, and the decision to engage or turn the page is made within this short time. With eye tracking you can measure what elements grab and keep people’s attention. Eye tracking can visualise the engagement and clearly indicate what it is about an advert that makes someone register the message in the first place.
Eye tracking is frequently used in retail and shopping environments. The ability for a product to attract a shopper’s attention is vital, as most purchase decisions are made at the shelf during the first few seconds. Products that are unseen are often unsold.
It also offers a unique and powerful means of measuring the effectiveness of product placement and sponsoring.
Eye tracking is a well established method for pre-testing and analysing print, TV, out-of-home media, direct marketing, online, in-game and other visual advertising.