Sometimes it's just nuances that make a difference. With eye tracking, we can gain insights into the unconscious behaviour and preferences of consumers that would otherwise remain hidden.
We use classic eye-tracking glasses for analyses at the point of sale (POS) and webcam eye-tracking tools for analysing visual material on digital devices.
The webcam technology enables us to create in-depth data such as heat maps or click maps that show which areas attract the most attention and how visual elements influence decision-making.
How does eye tracking work?
The technology behind eye tracking is based on capturing reflections of the infrared light emitted by the cornea of the eye. Modern eye-tracking systems can provide very precise data by recording the exact points at which the eyes are focussed. This data is then analysed to identify patterns and trends in gaze behaviour.
We use classic portable eye-tracking glasses for this purpose, which we deploy at the POS to conduct research in a dynamic environment. However, the latest technologies also enable us to carry out static eye-tracking projects using a browser-based tool. The latter has the advantage that test persons can participate from home via webcam and view static or dynamic stimuli such as packaging, shelves, posters or moving image material (films, videos, e.g. advertising clips) on the screen.
Exemplary analyses with webcam eye-tracking:
- Heatmaps
- Output of KPIs (visits, re-visits, dwell time) for defined AOIs (area of interest)
- Gaze plots
- Clickmaps
Fields of application for eye tracking
Eye tracking has various areas of application and is suitable for a variety of market research studies.
Advertising effectiveness research: Eye tracking can be used to determine which aspects of an advert or TV spot attract the most attention.
Website and app usability tests: Eye tracking helps to understand how users navigate through digital interfaces and which elements attract their attention or are neglected.
Packaging design: This method can reveal which elements on a product packaging attract the customer's attention.
Shelf and shop design: Eye-tracking provides insights into how customers navigate through shops and which products or areas attract their attention.
Following the measured data, we conduct an interview with the test subject in order to explore the gaze behaviour in greater depth on a motivational level and interpret it comprehensively. Here, too, we do not rely exclusively on the instrumental measurement of behaviour, but combine this with active exploration of the dimensions of meaning for people.
Your contact
I will gladly advise you.
Florian Reinhard
Senior Research Manager