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Eye Tracking is a modern technology that allows to track where a person’s gaze is pointed to when viewing ads, design layouts, web sites, and other marketing content, or when in visual contact you’re your product package. This is the most objective method of measuring consumer attention.

Technically speaking, Eye Tracking is the process of accurately measuring the movement of a gaze, determining what a person is looking at and how long his gaze has lingered at a certain point. Since our eyes are one of the main tools of obtaining information, Eye Tracking is used by researchers and enterprises who aim to study consumer behavior at the moment of visual contact with the product.

There are several types of Eye Tracking devices, and the type most suitable for the user depends on the nature of the study. The main device types are:

  1. Screen Eye Tracking - a specialized device that connects to the screen of a computer or a mobile device, allowing to track the movement of the user's eyes on the screen;
  2. Standalone Eye Tracking - special glasses for tracking the direction of the respondent’s gaze. Devices of this type are very expensive and are used where the on-screen Eye Tracking is not capable of fulfilling the research task.

Eye-tracking is effective:

  1. When the upcoming advertising campaign requires a significant budget to launch, Eye Tracking can be used beforehand to test the advertising materials perception;
  2. When launching a product that will go into large-scale mass production;
  3. To test the new packaging of the product, the main sales of which are carried out through the federal networks (highly competitive environment on the product shelf).

Eye Tracking in our company is always accompanied by in-depth interviews with respondents. This approach allows you to get not only information about where the respondents' gaze was pointed to, but also why these points draw attention, and how the graphic elements were perceived, what the unmet consumer needs were etc.

Despite the fact that Eye Tracking is not a self-sufficient research solution per se, it can deepen the understanding of the behavior that the consumers demonstrate when interact with your product or when they come in contact with your company's advertising media (website, packaging, banner, product shelf, etc.).

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