eyetracker has had a busy start to the year with Peter Brawn accepting an invitation to present at the prestigious Ehrenberg-Bass Institute for Marketing Science at the University of South Australia.

The Ehrenberg-Bass Institute for Marketing Science, led by Professor Byron Sharp, is one of the world’s leading centres for research in marketing, making important discoveries about consumer behaviour. Research from the Institute has influenced marketing practice at Fortune 500 companies around the globe.

Peter’s presentation will focus on the use of eye tracking research for marketing applications. He will discuss its far-reaching use in live shopper studies and in pack and shelf testing.

Capturing eye-movement data as shoppers navigate through or browse the aisles of a store is providing marketers with genuine understanding. With eyetracker’s mobile eye technology, live shopper studies are giving marketers new insights into shoppers’ behaviour in-store.

In the lab, testing new packaging and product design is helping optimise development cycles and time to market. By collecting data on an individual’s eye movements in front of a shopping shelf, it can be determined which features best attract attention.

With powerful analysis software now readily available marketers are conducting analysis across many subjects at one time building in-depth insight into how well the product or packing performs against its competitive set. These results are now helping determine final product packaging and design.