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The Pupils of Eye Technology

March 13, 2013

 
 

It is going to be very difficult to put everything that needs to be said in one blog about Eye Tracking. The words themselves are deceptively simplistic and in a recent presentation received by Starcom on Eye Tracking even some of the most experienced office tech heads were left wowed.

We will try our best in to enlighten you somewhat on what we learned and its practical application but we would seriously recommend getting in contact with us for more information on how this can help your brands move into the next phase of behavioural insight monitoring.

When you first opened this page where did your eyes go first? Did they go directly to the title of the Blog? Did you first check the Starcom logo to the right of the page? Or maybe the tweets captured your attention and drew your eyes to them?

You might find it difficult to answer these questions. You probably did not pay attention to where you were looking on the page and you most likely only used a few seconds to visually scan the results.  Research has found that people evaluate the search results page so quickly that they make most of their decisions unconsciously.  But in order to get insight into this split-second decision-making process, we can use eye-tracking equipment to do this. It lets us see how people scan the search results page, and is the next best thing to actually being able to read their minds. Of course, eye-tracking does not really tell us what they are thinking, but it gives us a good idea of which parts of the page they are thinking about.

To take this a step further we can use eye tracking to gauge the impact of marketing, creative and point of sale (POS) material particularly helpful in the OOH environment. For example: Imagine you are trying to benchmark the effectiveness of a new marketing campaign in a busy store in a shopping centre, eye tracking technology has the potential to:

  • Calculate how many people are in the centre
  • Quantify the number of individuals who visited the store
  • Analyse how long they stayed, where and when they queued
  • Define their movements within that store
  • Log how many visited a specific department, and sub-departments
  • Compute how many had the opportunity to see the new marketing
  • Crucially: determine who actually looked and for how long
  • Assess the age group/gender of viewers and potential viewers

The practical implications of this are massive for brands who want to know their customer better. The chance for FMCG to see what works and more importantly what doesn’t in a physical consumer journey is fantastic. Imagine knowing the areas in which your store works best, or what products have the best dwell times? As we mentioned at the start we can only touch on the benefits that these tools provide because there are so many of them. If you want more details on anything just drop us an email or a tweet and we will get back to you on how this works for your business.

Eye Tracking Behavioural Insights Behavioural Monitoring Stuffweknow Starcom Starcom IrelandConsumer Behaviour Consumer Research Media Agency


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