We are experts in delivering bespoke eye tracking services, tailored to meet the unique needs of various research fields
Live Shopper Studies
Capturing eye-movement data as shoppers navigate through or browse the aisles of a store, gives marketers a dynamic understanding of what really attracts consumers.
Wearing eyetracker glasses, customers conduct their shopping in-store, without the presence of a facilitator, which enables natural behaviour within authentic environments and yields meaningful results.
Our mobile eye tracking technology provides unparalleled insights into:
The shopper’s journey and how shoppers navigate their path to purchase
The effectiveness of signage and navigation aids
Their decision making process
Psycho physiological levels of engagement and interest
Point-of purchase and point of sale behaviour
The data generated from live shopper studies is being used to shape strategies in product design and packaging, product placement and POS. It helps marketers maximise their brand’s visual equity - the increased consideration and incremental sales triggered by in-store visual attention.
Pack and Shelf Testing
The importance of packaging and visual equity in influencing the consumer’s decision to purchase is critical in our cluttered retail environment.
Our eye tracking studies allow you to see precisely what shoppers see and miss as they consider displays, product types and individual packages at the point of sale (POS).
Eye tracking can be incorporated into Pack and Shelf testing to provide insights including:
The visibility of different packaging concepts in different surroundings
What particular aspects of packaging attracts attention and what fails
The extent to which brands are recognised
What aspects of packaging influences buying decisions
eyetracker can conduct live testing of packaging and shelf displays. We can also provide simulations in test environments with physical mocked-up aisles and shelves. We also test in virtual environments including online, screen-based and immersive 3D.
Website Usability
Eye tracking studies complement traditional usability testing and provide valuable insights into how users take in online content. It lets you see where users look, what grabs their attention – and importantly, what they fail to see.
As a website usability research tool, it’s a cost-effective way for clients to ensure their design works. Eye tracking research uncovers what users look at first, whether calls to action get noticed and what content users actually read. Eye tracking scrutiny also reveals what page elements are confusing or distracting so that clients can make informed and objective decisions about new website designs and content.
Integrating eye tracking with other research teams to supplement traditional usability testing provides an enhanced level of understanding about a website’s visual elements – enabling more informed and unbiased decisions about designs and content.
Media and Advertising Research
eyetracker research helps optimise your marketing messages. Drawing on a theoretical knowledge of visual attention and perception, coupled with practical eye tracking expertise, we can help you understand which aspects of your materials grab attention and get remembered, allowing you to produce designs with the most impact.
eyetracker research offers a deep understanding of the effectiveness of any media including:
Online
TV
Retail
OOH
Gaming
Print
Traditional measurement techniques, such as click through rates, only tell part of the story. For example, someone may not click on an advert, but that doesn’t mean they didn’t look at it, or that it wasn’t effective.
Our eye tracking research provides objective insights into the effectiveness of different ad formats, context, locations and even creative approaches. Break through the clutter with eyetracker research.
Ergonomics, Safety and Training
Eye tracking has diverse and wide ranging practical safety and training applications. Common applications include human computer interaction, vehicle research, workplace safety & training and medical research.
eyetracker’s research can be used on machines or equipment to identify where cognitive effort occurs by assessing point of gaze information and revealing potential contributors to stress and errors. Studies reveal capabilities and limitations that need to be accounted for in the design of safe environments and practices.
Depending on our customers’ requirements, we can provide a full research service delivering in-depth data encoding, reporting, analysis and recommendations or simply provide discrete elements of an integrated research brief such as the eye tracking footage. Our technology is also available for hire.
