Eye-Tracking - The gaze shows what will be looked at
What you see is what you get. Eye-Tracking provides insights into what consumers first look at and how long they look at different elements (on a screen), in what order and perhaps most importantly, what they’re missing. Eye-Tracking reveals what consumers are noticing when they’re exposed to advertisement or test information.
Eye-Tracking is an effective tool to increase the understanding of what is being noticed in a variety of different media. The method is great for analyzing TVC's, print ads, sponsored program and all type of online content. The answers from a study can show how ad size, graphics, color and text influence attention to advertisements.
Message and branding questions can get answers by understanding if the consumer actually look at the object meant to transfer information.
The insights from the analysis can be used in a discussion of both the message and the creative solution of the idea. Different ideas can be tested and the designs where the consumer look at the core messages are usually good options.
Three Eye tracking KPI's helping marketers create more effective marketing:
1. FIXATION. The eye fixation on an object. They are periods when the eyes are relatively stationary because the are taking in information. They are dual in the meaning that they can represent both desired (I.e. interest) and undesired things (i.e. complexity and processing difficulty).
2. GAZE. The summation of fixations and saccades (rapid eye movements). The Gaze is illustrated by heat maps which shows what people are looking at and to what extent. On an individual level, more circuitous routes often signify confusion or lack of direction in the viewing task.
3. TIME TO. Shows the time it takes to create the first fixation in a specific region of the design.
Straylight Neuro Lab is where it´s happening
The EEG study is conducted on a sample of approx. 40 persons in a target group that are invited to participate. The location is the Straylight Neuro Lab in Stockholm where all conditions like sound, light and materials are under 100% control. The lab can be moved to other locations when needed and when the strict lab conditions can be solved
The study takes 10-12 minutes. The eye tracking is performed through a camera placed below a computer.
Eye-Tracking can improve both TV and print ads by creating insights of what is noticed and also how intense the attention is in different part of the ads.
Eye-Tracking is a great way to make sure that new design works. It may be used to analyze distinctiveness, attractiveness and create purchase insights.
Eye-Tracking is an essential tool for marketing material aiming for immediate attention. It reveals if the signals and messages cut through as intended.
Point of sale
Eye-Tracking is perfect for analyzing what will be noticed in a point of sale context. Signs and offers creating attention will get most of the eyes gaze.