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 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.
The eye tracking solution with a dedicated application, like our software Tobii Pro Lab, can further process the eye tracking data to draw valuable conclusions on a wide variety of cognitive and behavioral processes, including:
Study how consumers evaluate and select products.
Examine visual attention during price comparisons and purchase deliberations.
Learn about visual attention shifts across devices to understand usage preferences.
Identify cognitive biases by measuring fixation duration and gaze patterns on products.
Study browsing and decision-making behavior in-store.
Analyze where consumers look within various media formats.
There are many ways to leverage eye tracking data in marketing research:
Advertising research
Packaging research
Web design
Store layout
Wayfinding
Device use
Tobii Pro Glasses 3 wearable eye tracker allows complete freedom of movement, which is crucial for behavioral insights in the real world. The lightweight design of the glasses, coupled with a wireless connection, allows participants to perform their tasks as usual.
For lab environments, our screen-based eye trackers, Tobii Pro Fusion and Tobii Pro Spark, can be combined with Tobii Pro Lab to study perceptual-cognitive processes.
In the field, you can connect the plug-and-play Tobii Pro Spark eye tracker to a screen in, say, a shopping mall, where study participants are readily available. Works together with Tobii Pro Lab to gather insights on gaze 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.
The WISO-Research Lab at the University of Hamburg has equipped their lab with thirty eye trackers to better understand cognitive processes behind decision making when running their economic research.
Discover how Lund University Humanities Lab uses eye tracking for both research and education purposes.
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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