These videos will show you exactly where individual participants point their attention.
#EYE TRACKING TESTING HOW TO#
What does the output of Eye Tracking research look like? Does the research provide us with information on how to make the advertising in question more effective?įirst of all, Eye Tracking provides you with gaze map videos. Output of Eye Tracking in Advertising: heatmaps and Area of Interest analysis Eye Tracking gives you valuable insights and actionable improvements. Just like home.ĭiscover how your customers look at your website, product, packaging, commercial or store. Do not hesitate to make Eye Tracking advertising research more pleasant with a comfortable sofa and a nice bowl of chips. With remote Eye Tracking, the research environment is more realistic than ever. Consider the bright purple blouse from the neighbour or the orange planter in the corner of the room.Ĭan the plot keep the attention? Are texts being read? Are logos being seen? Eye Tracking research provides hard answers to these classic advertising questions.Īn attractive part of contemporary Eye Tracking systems is that heavy, uncomfortable and disturbing headsets belong to the past. Sometimes, essential branding elements such as logo, slogan, product and packaging are visually overshadowed by other advertising elements. The latter is a real assassin for advertising effectiveness.
Even more valuable: you will discover which elements are unintentionally distracting your viewers. This way, we can determine whether the brand and/or product succeeds in attracting and retaining attention. Extremely accurate infrared beams track every single eye movement, allowing you to learn exactly on how much attention each pixel can count. Eye Tracking does exactly that.Įye Tracking technology can calculate with millimetre precision where people watch. To say something meaningful about the effectiveness of advertising, we must first determine how people visually process our endeavours.
Let’s start with the most essential research tool for advertising research: Eye Tracking. Eye tracking: where is the customer really looking at? Together, they allow you to determine exactly how your customers look at an advertisement and – even more interesting – which emotions and motivations are triggered. In this blog, we confront the advertising research battle with two neuromarketing methods: Eye Tracking and EEG. Now they are finally measurable and help you to analyse advertisements on their effectiveness beforehand. For decades they were hidden deep within the mind of the consumer.
#EYE TRACKING TESTING DRIVERS#
Neuromarketing offers groundbreaking biometric research methods, which reveal the unconscious drivers of purchasing behaviour. There are more sophisticated methods to measure if your advertisement will have an impact. And although viewers can tell us what they think of advertising, the predictive value on purchasing behaviour appears disappointingly low.įortunately, there’s good news.
It’s impact will occur unconsciously, nine times out of ten. However, there is something difficult about marketing and advertising. What does the ideal advertising look like? Funny, shocking or maybe just incredibly annoying?Īs a marketer, we ultimately want only one thing: advertising that sells.
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