Brand & Communication

Print ad test using a Tobii T60 Eye Tracker.

Knowing what consumers notice and what they ignore or miss out on is a vital first-step to ensuring marketing effectiveness. Eye tracking is a well established method for pre-testing and analyzing print ads, TV, out-of-home media, direct marketing, online, in game and other visual advertising. It also offers unique opportunities to measure the effects of investments in product placement and sponsoring.

What do I get out of eye tracking?

A unique campaign idea that is well executed still fails sometimes. With eye tracking you can measure exactly where people look and illuminate hidden deficiencies that traditional market research methods cannot.

Heat map visualization based on data from multiple test participants.

What ad elements get and retain attention?

This is a Heat map based on data aggregated from multiple participants looking at a print ad. Eye Tracking can show why the perfect image might just be too perfect.

Determine if your media activities cut through, to what extent your message is perceived and if you get the desired impact compared to your competitors. Evaluate different creative options and optimize layout and placement. Increase consumer attention and interest and impact readership, persuasion and brand recall.

More example research.