Media psychology & marketing research

Print ad study using a Tobii T120 Eye Tracker.

In media psychology and marketing research eye tracking provide insights into the visual attention, cognitive processes and behavior of receivers of mediated communication, in both academic and non-academic settings.

• Get insight into how people understand, use, and respond to traditional media and new emerging technologies.  
• Evaluate human perception of magazines, print ads, TV

  Heat map visualization showing 50 peoples aggregated view of a magazine spread.

  commercials, direct mailings, outdoor ads, web pages, and shopping shelves. 
• Measure impact of different media formats and messages and identify potential benefits and problems.
• Find out how visual elements gain and retain the highest attention (or no attention).
• Determine the effect of placement and ability to cut through cluttered scenes.

In industrial design and package design eye movements provide important data 

Gaze plot visualization showing the gaze path of 3 test subjects on two different bottles of washing-up liquid.

for improving aesthetics, usability, and marketability of physical products.

• Evaluate design of physical products, packaging and labeling.