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You can run eye tracking studies using a special device (infrared eye tracker) or via a standard webcam. The accuracy of the webcam-based eye tracking results depends on the webcam resolution.

Do Marketing that Captures Attention

Marketers make a lot of effort to capture their consumers’ attention. It’s vital for marketing success to know which parts of the communication process consumers focus on and which parts they ignore. Eye tracking can objectively answer these questions using vivid visualizations.

Introduction to Eye Tracking

What is Eye Tracking?

Eye tracking technology allows researchers to observe viewing patterns and understand what a person is looking at. It is a quick and easy way to analyze how your target audience reacts to the marketing tools you employ for communication. It allows you to determine which tools work and which do not.

Eye tracking helps to find the answers the following questions:

> What marketing elements capture the gaze of the consumer?

> What drives the decision-making process?

> Which parts of the communication process do consumers focus on, and which parts do they ignore?

This tool helps to understand what you should refine or change in your marketing in order to attract more customers. It helps you to make a product more attractive and to increase customer base.

Why use Eyetracking?
It is crucial to understand how your brand colors or new website design are perceived by your target audience. Thanks to eye tracking, you will be able to intercept a person’s reaction before they are able to filter it and present it to you in a distorted or subjective way. You will know with a high degree of certainty what people see and what they do not see.

How does it work ?

Fixation - Eye tracking shows the location of a customer’s gaze at any given moment. It is the basic unit of analysis for understanding visual attention. Fixations are very short, commonly lasting for fractions of a second. A high number of fixations on a certain area tells us that a customer is looking at something. However, while eye tracking alone can tell us what a person looks at, it cannot tell us why.
Duration - This parameter tells us that a person is paying attention to a particular visual element. But duration data can be hard to interpret correctly. A person could be confused by a particular element, or the element could be hard to interpret. Alternatively, the viewer may simply find it engaging.
Movement - It helps to understand how a person’s gaze moves from one point to another. This information is particularly useful for website designers. Movement patterns tell us how a person reacts to visual stimuli. It helps to understand how you should design your website to convey the message you need. A person may focus on a large block in the center before moving to navigation elements at the top of the site, and so on.

LEARN MORE LIVE DEMO

Solutions & Technologies

Get to Know What Consumers See

Webcam-based eye tracking

Eye Tracker

Do Marketing that Captures Attention

Marketers make a lot of effort to capture their consumers’ attention. It’s vital for marketing success to know which parts of the communication process consumers focus on and which parts they ignore. Eye tracking can objectively answer these questions using vivid visualizations.

Introduction to Eye Tracking

How does it work ?