Posted in Marketing and Strategy Terms, Total Reads: 356
Definition: Eye Tracking
Eye tracking is a method of research followed by the advertising agencies to identify the part of the advertisement at which the customer lays maximum focus or attention by tracking the pattern of their eye movements. It measures the point of gaze as well as the movement of the eye ball. It is way to judge how people interact with the products they tend to use; to study their psychology.
There are numerous technologies to perform this ask but broadly they are segmented into two categories.
a) One which involves attachments to the eye like tracking devices mounted on the headgears or glasses of the user.
b) The second one doesn’t consist of a physical contact. Devices are mounted on computers, monitors and angled to capture the eye level movements.
The second method is more widely used to avoid any invasion of privacy. A device called a micro-projector transmits an infrared beam angled at the eye of the customer, and the reflection patterns are picked and mapped by a set of light sensitive sensors. The reflections might occur either from the cornea or from the retina as the infrared beam travels through the lens, into the eye, and follow the same path in the reverse direction as well.
Conducting a market research by asking customers to explain why they did or did not engage with the concerned branding message or environment or product is unscientific and lacks accuracy. Customers can pose biases and this would be misleading for the company. In contrast, visual attention involves both the conscious and the unconscious stimuli. Therefore, customers will not be aware of the fact that somebody is noticing them and thus it would avoid biases. The non-verbal impulses can be effectively read by tracking the eye movements.
The data collected through this method of research is quantitative and can be statistically analysed and graphically depicted. By measuring attributes like pupil dilation, fixations, number of blinks and a number of other visual traits, the researchers can determine the how effective the product is. Customers thought processes like what are they looking at and why? Is the viewer paying attention to the branding details? Is there a link between the visuals and the ability of the viewer to recall the information? and many more.
On clubbing the eye tracking data with contextual information relating to the advertisement and the customer’s demographic data, the researcher is able to determine the level of customer engagement with that advertisement. This facilitates better forecasting and understanding of the target segment.
• Analyse consumer behaviour while interacting with the product.
• Analyse as to what extent the distinctiveness and attractiveness of the packaging efforts have been successful.
• Analyse faulty points related to the visual description of the product.