Your message needs attention!
As a marketer, you often need to predict how customers will respond to your message and offer.
Our eyes are a most important source of information and eye movements show what is being noticed and indicates what is being processed. Eye tracking is therefore one of the fastest growing survey methods.
Eye tracking from Straylight reveals how actively the brain decodes different messages and whether the customer notices you. We do not ask questions but study how customers’ eyes move and see different things.
Eye tracking research is great for testing
Eyetracking is good for
Eye tracking is a form of Neuromarketing
Attention is created by the fact that certain things in the outside world stand out from their surroundings and immediately catch our attention.
We are all attracted by visually prominent stimuli because they help our brains identify what is important.
This is the process that you must use as a marketer when creating advertising. If you fail to do so, no one will notice you.
When you look at e.g. an image, a shelf or an object, the parts that are noticed during the first milliseconds are the most prominent parts of the image. Eye tracking predicts which parts of an image or environment grab the customer’s attention and shows how they work together to create a message. Images can be printed ads, packages, web pages, outdoor banners, shelves, store layouts and much more.
Without attention, information is not processed. Without information processing, no memories are created and probably no behavior will be affected. In a world of thousands of messages that battle your attention every day, eye tracking can be the difference that guides success.
One method we use to test new designs is to build digital stores and then do Eye-tracking.
The left arrow shows so-called bottom up attention. Ie you notice different colors, shapes and symbols.
The right arrow shows the so-called top down attention. That is, you pay attention to what you see depending on relevance and situation.
Area of Interest AOI
-The area of the field of view that you want to analyze.
-A diagram showing a heat map of what you fix.
-The proportion that has fixed the gaze of an AOI.
-The proportion that fixed an AOI the first second the image is exposed.
-The proportion that has returned to an AOI, after leaving it.
-The amount of time spent in a selected AOI.
-Shows what fixing points are there and how the eye has wandered between them.
Alternative methods Alternative research