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Academic marketing and consumer research

Data-driven marketing and consumer research

Eye tracking brings deep consumer-behavior insights into the mix because it can measure how advertising, messaging, and packaging capture shopper attention — helping academics assess the effectiveness of, for example, store layouts, product placement, and ad content.

Why use eye tracking in academic marketing and consumer research

Data collected from eye tracking suggests how to create more successful marketing messages that capture attention and resonate with today’s consumers.

In the continuously evolving media landscape, it is also a popular research method to understand new media habits and their influence on consumer decisions.

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What eye tracking reveals

Shopping for guitars - Decision making

Decision making and cognitive processing

Fields of use: Consumer behavior research and behavioral economics

Eye tracking is applied to assess:

  • Consumer choice processes

  • Economic decisions

  • Cognitive bias

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Effectiveness of communication and design

Fields of use: Marketing and advertising research, package design research, and architectural design

Eye tracking is applied to assess:

  • Advertising

  • Package design

  • Web design

  • Store layout

  • Signage

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Visual attention, perception, and behavior

Fields of use: Media research, ethnographic studies, shopper studies, and in research targeting issues such as communication, culture, and learning

Eye tracking is applied to assess:

  • Media channel preferences

  • Device use habits

  • Messaging and comprehension

  • Shopper behavior

Related content

Scientific publications

Did you know that over 12,000 scientific publications feature Tobii eye tracking technology? Discover the latest trends in eye tracking for Academic marketing and consumer research by exploring our scientific publication library.

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Related products



Enabling success

Tobii offers tailored support to address research needs throughout your journey with Tobii’s eye tracking.

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Tobii Funding support services

Tobii Funding support services help you improve your grant proposals for research that includes eye tracking in its methodology

Tobii Connect

Tobii Connect

Tobii Connect delivers product documentation, how-to guides, and answers to FAQs as well as access to software updates. Our customer care services help with any technical issues concerning Tobii products.

Tobii Academy

Tobii Academy

Tobii Academy our online learning platform, helping you ensure study success at every step of the way from study design to interpreting your eye tracking data.