Eye tracking – State-of-the-art methodology for testing visual product attributes
Eye Tracking is an advanced technology that allows you to track where a person’s gaze is directed when viewing ads, design layouts, websites, other marketing communications media, or when in contact with product packaging. It is the most objective method of measuring consumer attention.
Technically speaking, Eye Tracking is a process of accurately measuring eye movement, determining what a person is looking at and how long their gaze has been in a certain place. Because our eyes are one of the main tools we use to gain information, ET is commonly used by researchers and businesses who want to study consumer behavior as they interact with their product.
There are several types of eye-tracking devices, and the most appropriate type for the user depends on the nature of the examination. The main groups are:
- Screen ET – a specialized device that connects to a computer screen or mobile device to track the user’s eye movements on the screen;
- Stand-alone ET – special glasses for tracking the respondent’s gaze direction. Devices of this type are the most expensive and are used in cases where the use of Eye Tracking does not fully solve the research task.
Eye-tracking is effective:
- To test advertising campaign materials, the launch of which requires a significant budget;
- When launching a product that will go into large-scale mass production;
- To test new packaging for a product whose main sales are through federal networks (a highly competitive on-shelf environment).
Eye Tracking in our company is always accompanied by customer development with respondents. This approach allows us not only to obtain information about where the respondents’ eyes were directed, but also to identify the perception of these graphic elements, the reasons why these elements attract attention, unmet consumer needs, etc.
Even though ETracking is not a self-sufficient research solution, it can deepen the understanding of the behavior shown by the user during the interaction with your product or during contact with the advertising media of your company (website, packaging, banner, product shelf, etc.).