Magnet Investments

Eye Tracking Research

Any marketer knows that the consumer likes the eyes, especially when you first meet with a product or brand. Macy’s Inc. pursues this goal as well. And in view of visual advertising he spends less than 2 seconds. And even more so it would be interesting to know for sure (exactly and without bugs!) which elements copywriter attract consumers, and what does go unnoticed. With nothing to their subjective evaluations, which they carefully considered, on reflection, it is worth it articulate all emerged in my head thinking, and to penetrate into the unconscious of the consumer and find out whether he sees what you’re trying to bring him. Now Ukrainian and marketers will be able to dive into the brain of your target audience and recognize the very first reaction to the visual advertisement. Company Research & Branding Group for the first time in Ukraine offered to companies to take advantage of new advanced technology research EYE TRACKING.

This technique is presented as a table computer with an infrared camera and special software that identifies the particular eye. That is, using this equipment, it is possible to obtain a number of indicators of eye activity. Marketers especially useful metrics such as fixation, indicating the increased attention to a particular area of the screen, and change in pupil diameter, which reflects the degree of interest and emotional reaction of the consumer. What exactly respondent remarked: the logo, or half-naked women? .. EYE TRACKING allows you to find answers to questions about how well the ads attract and retain consumers’ attention. The researcher can also see how to view elements of the advertising message and to estimate the percentage of time that a consumer spends on interest to show its components. After conducting research with Technology EYE TRACKING, a marketer will draw conclusions about whether the advertising message delivers targeted information to consumers, and therefore help the advertiser to adjust and refine its advertising strategy.

Using technology EYE TRACKING, it is possible to obtain reliable and accurate data due to the fact that the movement look unconsciousness and accurately reflect the cognitive processes. Thus, the results are not distorted preliminary conceptualization of the respondent and, therefore, are much more objective. Furthermore, this technology has no visible moving or worn on the respondent’s devices, which may constrain it in the testing process, thereby affecting the behavior and reactions. Therefore, respondent behaves perfectly natural as to any other computer monitor. The objects of study by EYE TRACKING technology can serve just about anything that has a visual image: video clips, product placement, posters and various outdoor advertising, print advertising, design web-pages and the convenience of web-interfaces, the effectiveness of on-line advertising, computer games, software, packaging design, real physical objects, versions of the calculations of goods and location of products on the shelves, etc. And to going deeper into the psyche of the respondent, as the scope of his unconscious and conscious reactions to receiving the advertising stimulus (image), perhaps a combination of several types of research: traditional and technology EYE TRACKING. Learn their consumers interest and no lack of speculation.

Tags: business