Eye Tracking Research

EYE TRACKING RESEARCH

  • Eye tracking is a unique research method to evaluate how consumers perceive retail environments, packaging and communication messages in different media by measuring what they are actually looking at.
  • What we look at, in what order, how long we look there for…measures actual attention, engagement, memory and the consumer’s subconscious behaviour.
  • Applications: Store and Shelf Planning; In-Store Promotions; Packaging Design; Print Ads; TV Commercials; Shopper Experience; Website Design and UX; Usability Studies.
eye tracking research

Eye tracking research and Usability testing combine advanced visual behaviour analyses with traditional marketing research techniques

APPLICATIONS:

  • Pre-test websites.
  • Evaluate e-commerce processes.
  • Study website effectiveness.
  • Test mobile app interaction.

eye tracking research


  • Do respondents misunderstand ordering procedures, get stuck and terminate the order?
  • Is on-site promotion going unseen due to banner blindness?
  • Can users be guided to see products/offers of more value to your client?
  • Is the website user- friendly enough to convert visitors into customers?
  • Does the target group correctly understand the mobile tablet app?

AD AND PACKAGING TESTING

  • Evaluate existing package design for new markets.
  • Make comparative studies for new package design.
  • Study product impact.
  • Assess new products for new/current markets with new design and packaging.

Old

28% look at the brand

New

44% look at the brand

QUESTIONS WE HELP YOU ANSWER:

  • What on the package gets noticed?
  • Does the design lead customers to read the value promise?
  • Do they look at the product quickly and long enough when presented beside a competitor’s product?
  • Is the current packaging attractive enough to enter new markets or will it need modifications?

SHOPPER STUDIES

  • Shelf impact studies.
  • Quantitative shopper studies.
  • Decision-making process studies.
  • Evaluate product category in retail departments.
  • How does the product stand out, and how does a customer really make a purchase decision?
  • Does the customer compare prices or is he/she drawn purely by packaging?
  • When in the shopping process is the product introduced, and what have they seen before that might affect their decision?
  • Does the consumer see the POS (Point of Sale) promotion?

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