Market Research

The versatile use of eye tracking technology gives market researchers a clearer view into the world of choices that people make based on what they see, or what they view with or without conscious intent. Eye tracking helps marketers answer such questions as what makes one print media advertisement, package, or grocery aisle more effective or appealing than another. Is it merely a matter of relevance, or content? What makes a particular web site more easily navigable than another, or encourages a visitor to explore deeper through the site?

Eye tracking identifies where a subject’s eyes go, what elements the person looks at and in what order, and where the eye pauses, or fixates, and for how long. Through such analysis, researchers can learn ways to design more effective advertisements, position products and signage better, design product packaging to get better notice, or design better web sites that will hold a visitor’s attention longer.

"Eye tracking reveals higher validity in data compared to conventional methods...Another well known major validity problem using conventional usability methods arises when testing subjects in an artificial environment, such as a usability lab. Subjects are aware of the test situation. The description and verbalisation of their own behaviour might be biased in terms of social expectations, political correctness or simply to give a good impression." - Eye tracking and its application in usability and media research (SCHIESSL et. al)