Example research
What questions can eye tracking answer?
Eye tracking gives you valuable information about what ad elements get and retain attention (and/or no attention), lead to key messages and much more. Get additional insights, answering questions such as:
- How many seconds do consumers spend looking at a print ad?
- What level of attention do consumers pay to different ad elements?
Click for example. - Do consumers read headers and more detailed text?
Click for example. - Is the intended key message communicated properly?
- How is an ad perceived in a magazine context?
Click for example. - In what order do consumers look at different ad elements?
Click for example. - How much do colour ads affect attention?
Click for example. - Do different demographical groups perceive an ad differently?
Click for example. - How strongly is an ad driving consumers toward call to action?
- What scenes in a TV commercial are the most involving for the viewers?
- Where on a web page should a banner ad be placed to receive most attention?
Combine eye tracking with other research methods
Combine eye tracking with focus groups, in-depth interviews and questionnaires to measure brand recall, loyalty and purchase intention. Eye tracking reveals spontaneous and emotional responses that respondents might not even be aware of and minimizes the social desirability effect that is problematic with many conventional research methods. As a result you will get more complete insight into how consumers perceive mediated communication.