What you see is what you get. Eye tracking provides insight 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. Most marketing research questionnaires or marketing research methods rely on information from a consumer’s memory. Eye tracking reveals what consumers are thinking as they’re exposed to the advertisement or test information. This helps marketers create more effective:
Fields of Research
- Print Ads and Mail-outs
- TV Spots and Videos
- Point-of-sale (POS) Analysis
- Product and Package Design
- Online Marketing
Here’s an example of a quick eye tracking study of a video-based website. The subject is watching a TV show online. The red dots show where the user is fixating.
The Mirametrix S2 Eye Tracker can add critically valuable information to any number of market research studies and initiatives. Eye tracking provides accurate, measurable data that can help advertisers and market researchers optimize their efforts to reach and engage with consumers successfully.
Testimonials
"We've been using the Mirametrix Eye Tracker for over a year in a variety of ways, ranging from classroom projects to 3D stereo research. It's performed well and met our needs. The easy API makes custom application development on Windows, Mac and Linux fast and painless." - Andrew Duchowski, Professor, School of Computing, Clemson University
"Your eye tracker has been invaluable to my research. In addition to bringing the technology within reach of my limited budget, it was incredibly easy to set up. I was recording within an hour of unwrapping the package and installing the software." - Jodie Jenkinson, Assistant Professor, University of Toronto
