Visual attention (system 0) is a central basis for further psychological processes, such as feeling (system 1) and thinking (system 2). However, this attention is limited. Eye tracking is an effective method for communicating a product and consumer research. Furthermore, it can be used at all touchpoints. Equally important is the implicit, also known as unconscious processes, which influences our visual attention and can be better understood by using eye tracking. As a result, these insights help in understanding the thinking and decision-making processes of your customers.
“Eye movement research is often seen as one of the most important methods in the neuromarketing toolset. (de Oliveira Joaquim dos Santos, Caldeira de Oliveira, Rocha, & Giraldi, 2015) This is because eye movements and visual acquisition are temporal prerequisites for most subsequent neural processes. For this reason, visual attention is considered a universal prerequisite for the effectiveness of all marketing efforts”. – explains eye square’s Research Director, Dr. Matthias Rothensee and COO/CMO Philipp Reiter in “Eye Movement Research”.
Further insights into eye movement research can be found in our publications.
Visual attention (system O) is a central basis for further psychological processes, such as feeling (system 1) and thinking (system 2). This attention is limited, however. Eye tracking is an effective method for communicating product and consumer research and can be used at all touchpoints. Implicit, also known as unconscious processes, influence our visual attention, can be better understood by using eye tracking. These insights help in understanding the thinking and decision-making processes of your customers.
“Eye movement research is often seen as one of the most important methods in the neuromarketing toolset. (de Oliveira Joaquim dos Santos, Caldeira de Oliveira, Rocha, & Giraldi, 2015) This is because eye movements and visual acquisition are temporal prerequisites for most subsequent neural processes. For this reason, visual attention is considered a universal prerequisite for the effectiveness of all marketing efforts”. – explains eye square’s Research Director, Dr. Matthias Rothensee and COO/CMO Philipp Reiter in “Eye Movement Research”.
Further insights into eye movement research can be found in our publications.
Unquestionably, the eye-tracking system provides a wide variety of technologies and potential recording scenarios. We are a technology leader and naturally we have in-depth guidelines for all methods. For each research question, each test scenario, whether qualitative or quantitative, a different system can be used.
The eye-tracking system provides a wide variety of technologies and potential recording scenarios. We are a technology leader and have comprehensive benchmarks for all methods. For each research question, each test scenario, whether qualitative or quantitative, a different system can be used.
SMARTPHONE
Measure attention on native Android or iOS via the smartphone camera. Users can participate in your study from home and evaluate apps or prototypes.
HEADMOUNTED
Measure the attention of your customers in High Definition with the Pupil Eye-Tracker. It is lightweight and self-calibrating, allowing a quick start without losing quality.
WEBCAM
We can track eye movements easily and cost-effectively with the webcam. Users can in fact take part in studies easily and comfortably from home with a webcam.
DESKTOP
Recording with a special eye tracking system on the monitor or computer always ensures especially precise measurement and automated analysis of eye tracking data.
VIRTUAL REALITY
VR is an innovative tool to help consumers dive into an artificial world. There, they can emphatically interact with products as if they were in a real environment.
Learn more about Eye Tracking in one of our webinars!
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