Decision making and cognitive processing
Fields of use: Consumer behavior research and behavioral economics
Eye tracking is applied to assess:
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Consumer choice processes
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Economic decisions
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Cognitive bias
Understanding the modern consumer is a continuous iteration of data gathering, testing, analyzing, and insight generation. 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.
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.
Fields of use: Consumer behavior research and behavioral economics
Eye tracking is applied to assess:
Consumer choice processes
Economic decisions
Cognitive bias
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
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
The Service Research Center (CTF) at Karlstad University used Tobii Pro wearable eye trackers in two different pilot studies regarding retail and consumer behavior.
Learn moreThe WISO-Research Lab at the University of Hamburg in Germany has equipped their lab with thirty eye trackers to better understand cognitive processes behind decision making when running their economic research.
Learn moreRanked among the top 100 universities in the world, Lund University holds a strong reputation for research and education which is underpinned by the availability of world-class resources.
Learn moreDesigned for the real world, our third-generation wearable eye tracker allows you to conduct behavioral research in a wide range of settings.
Learn moreScreen-based eye tracker, capturing gaze data at speeds up to 250 Hz. This powerful research system supports from fixation to saccade-based research outside of the lab.
Learn moreTobii Pro Lab, our eye tracking software supporting screen-based and wearable eye trackers. Guides the researcher through the entire research workflow.
Learn moreThis high-performance research system captures gaze data at speeds up to 1200 Hz. A screen-based eye tracker for extensive research from fixation-based studies to micro-saccades.
Learn moreA powerful screen-based eye tracker, capturing gaze data at 60 Hz. With this affordable system, anyone can easily enhance their research with data that illuminates human attention and intent.
Learn moreKick-off your eye tracking research with our best-in-class hardware and software bundle.
Learn moreChen and colleagues (2021) used Tobii Pro Glasses 2 to study consumer’s attention in a grocery store. The study results indicated that shoppers pay more attention to products on their right side when crossing the aisle, and on the products positioned at the chest level, not on the eyes level, as previously believed.
Mehlhose and colleagues (2021) combined Tobii Pro Glasses 2 and Tobii Pro Lab to study consumers’ visual attention on physical activity calorie equivalent (PACE) labels. The analysis of fixation behavior on different products with PACE label revealed that health-related labels attract more attention when placed on healthier products.
Woods and colleagues (2022) used Tobii TX300 and Tobii Studio to record eye movements while browsing Facebook News Feed. The data of visual behaviors were used to predict participants’ self-reported Big Five personality traits. The information can be then used to psychologically profile social networking site users after only 20 seconds of viewing.
Tobii offers tailored support to address research needs throughout your journey with Tobii’s eye tracking.
Tobii Funding support services help you improve your grant proposals for research that includes eye tracking in its methodology
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 our online learning platform, helping you ensure study success at every step of the way from study design to interpreting your eye tracking data.
Giraldo-Romero, Y.-I., Pérez-de-los-Cobos-Agüero, C., Muñoz-Leiva, F., Higueras-Castillo, E., & Liébana-Cabanillas, F. (2021). Influence of Regulatory Fit Theory on Persuasion from Google Ads: An Eye Tracking Study. Journal of Theoretical and Applied Electronic Commerce Research, 16(5), 1165–1185.
Berčík, J., Paluchová, J., & Neomániová, K. (2021). Neurogastronomy as a Tool for Evaluating Emotions and Visual Preferences of Selected Food Served in Different Ways. Foods, 10(2), 354.
de Vries, R., Boesveldt, S., & de Vet, E. (2021). Locating calories: Does the high-calorie bias in human spatial memory influence how we navigate the modern food environment? Food Quality and Preference, 94, 104338.
Samson, L., & Buijzen, M. (2021). How media appeals depicting social eating contexts increase the appetitive motivational processing of healthy foods. Appetite, 167, 105582.
Radon, A., Brannon, D. C., & Reardon, J. (2021). Ketchup with your fries? Utilizing complementary product displays to transfer attention to a focal product. Journal of Retailing and Consumer Services, 58, 102339.