Stop guessing!
Use Eye Tracking to gain invaluable insights about your customers behavior
What do they look at?
Eye Tracking enables you to understand what your customers actively pay attention to when being exposed to your products, ads, websites, etc.
Avoid wasting money
Essential messages are often simply overseen by a large majority. Eye Tracking enables you to collect valuable data that helps you optimizing your campaigns' potential.
See how Eye Tracking works
How it works
Eye Tracking is a modern technology that transmits eye movements to the computer. That way it is possible to retrace what people look at and pay attention to when exposed to different kinds of input. Eye Tracking can be seen as a window to the mind of your customers. When observing eye movements, we can distinguish between "saccades" and "fixations". Fixations are the stops that an eye makes at one spot for at least 300 milliseconds. Between each fixation the eyes "jump around" in order to scan the environment. Information is being transmitted to our brain only during a fixation. And it's the fixations that the eye tracker device is recording. You see where this is going.. Usually the scanpath of the different people are close to similar, as eyes typically react automatically to visual stimuli. That way patterns are already identifiable after only a few people participated in a study. However, at least 100 are needed in order to collect data that is statistically significant.
Graphs like Heat Maps help us to identify eye-catching elements
Analysis Methods
Heat Maps
Heat Maps enable us to identify the spots that have been seen most often and for the longest time. Red spots represent those places that have been noticed the most and the longest by the participants.
Gaze Plots
Gazeplots provide us with a representation of the users scanpath. That way it is possible to retrace where people started looking, which elements caught their attention for how long and where they stopped.
Gaze Opacity
Gaze Opacity is the opposite of the Heat Map. It visualizes what the participants have actually seen. One could say, what is visible in this representation has reached the customers mind.
Areas of Interest
Areas of Interest are where it starts to get really interesting! While designing a study, we define areas that seem specifically interesting to us. During the study the Eye Tracking software collects data on how long, how often, how many times, etc. gazes have crossed these spots. In the example above we compare the attention that has been paid to our products as compared to competitors' products in a shelf.
- The best insights are gained when Eye Tracking is combined with other behavioral research methods like real-time surveys.
Where Eye Tracking comes to use
Eye Tracking is employed in all kind of different medias
Offline Campaigns
Advertisement and Mailings are where the first Eye Tracking research has been conducted in the marketing domain.
Online Ads
Google Adwords, Google Display Network, Facebook, Instagram, Linkedin, etc. Get your online appearance right with Eye Tracking.
E-Mailing and Newsletters
Use Eye Tracking to optimize your online Mailings.
Package Design
Your package design may be beautiful – but is it effective too? Do people recognize it and how do you perform compared to the products of your competition in a shelf?
Websites and Landingpages
Optimize the user experience and usability of your Websites.
Videos
Why produce a video that does not transmit the right message?
Eye Tracking is on the rise – Act now!
Simply write us and we'll come back to you as soon as possible.
We are looking forward to hearing from you.
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