Eye Tracking

Unseen is unsold …. Impact testing through eye-tracking

Eye tracking is a technique that allows us to understand exactly where consumers are looking as they go about making their everyday decisions – whether in store, on-line, while driving or watching television.

The technology can offer new insights into consumer decision-making, based on the sub-conscious behaviours that are at play in a given environment with competing distractions. Where do our eyes go when we are faced with a store full of many colourful displays, offers, seasonal attractions – especially if we are shopping in a hurry? And is attention drawn by one type of package over another in this situation? Eye tracking can tell you exactly where people are looking, which part of the shop, which shelving, which promotional stands and offer boards and which packaging. Knowing exactly what catches the eye, and what does not, in specific selling scenarios, can give you a distinct advantage.

With Eye-tracking you can discover:

  • Where a respondent looked
  • If they did or did not look at something
  • How long they looked at it
  • What attracted their attention
  • If they cognitively processed what they saw

It is possible to create a ‘heat map’ output indicating the area of greatest interest on a pack, revealing what is seen and what is unseen. Eye-tracking technology can assist shelf optimisation by analysing:

  • The impact of a product within a category
  • The optimal location of pack within a display
  • The optimal number of facings
  • The impact of special PoS marketing materials

Other applications include

  • Brochures / catalogues
  • Direct mail
  • Magazines
  • Websites
  • Adverts
  • Posters etc

At Heawood we use the latest in mobile and static eye tracking technology so that it can be used successfully in a variety of situations. In our experience, the approach is particularly helpful for looking at:

  • brand communications and packaging
  • promotional and exhibition material
  • shopping behaviour
  • everyday tasks such as driving, watching television and on-line activity

If you would like to find out more about eye tracking or think that it might help to improve the impact of your marketing, give us a call. We‘ll be happy to talk it through.

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