Eye Tracking

See what your consumer views.

Measure attention in real-life context with eye tracking research.

What Is Eye Tracking?

Eye tracking technology measures people's gaze direction, duration, and pupil response to stimuli. This method provides valuable insights into human behavior, attention, and preferences. For instance, market researchers conduct eye tracking studies to understand consumer perception and reactions to products, brands, advertisements, websites, and visual elements.

CAPTURING WHERE THEY LOOK AND FOR HOW LONG THEY LOOK

Gain an understanding of how consumers visually perceive and react to visual elements.

What Can Be Learned From Measuring Eye Movements?

Providing a better understanding by helping market researchers to:

  • Test the effectiveness and appeal of different designs, layouts, colors, fonts, images, and messages.

  • Optimize the user experience and usability of websites, apps, and software.

  • Measure the emotional and cognitive impact of different stimuli on consumers.

  • Identify the most salient and memorable features of a product or service.

  • Segment and profile consumers based on their eye movements and preferences.

BEHAVIORAL INSIGHTS

PASSIVELY COLLECTED:

Examination Pattern | Gaze Points | Readership

Trends In Eye Tracking Research

Analyzing eye movement has long been used in market research. However, recent technological advancements have made it more accessible, affordable, and accurate. Tracking devices have become smaller, lighter, and wireless, allowing for natural and unobtrusive data collection.

Furthermore, online and mobile eye tracking studies enable researchers to collect data from more extensive and diverse samples. Participants can join studies from anywhere, anytime, using their own devices. Additionally, integrating eye tracking with AI (artificial intelligence) and ML (machine learning) enriches and accelerates data analysis.

In conclusion, this technology is constantly evolving to meet the changing needs and demands of the market.

Eye Tracking Market Research – How To Incorporate

In market research, visual tracking can be utilized in various ways, depending on the research objectives, budget, and context. Three standard methods are available for the incorporation of eye tracking in market research.

  • Lab-based: The researcher invites participants to a controlled environment, such as a laboratory or a mock-up store. Participants wear eye-tracking glasses or sit in front of an equipped monitor. Then, the researcher presents different stimuli, such as products, packages, advertisements, or websites. Finally, the researcher records the participants’ eye movements.

  • Online: In this method, researchers track participants’ eye movements using an eye-tracking webcam. Participants access a website or an online survey from their own devices. Then, the researcher analyzes the eye movement data and other metrics, such as clicks, scrolls, and responses.

  • Mobile: In this method, researchers use eye-tracking glasses or smartphones to track participants’ visual movements in natural settings, such as stores, restaurants, or public spaces. Then, researchers observe how participants interact with real-world stimuli, such as products, displays, signs, or menus.

Eye tracking

Best-In-Class Technology

efyo, in partnership with The Forte Research Group, offers the latest eye-tracking technology. We combine advanced hardware, software, and AI to provide the most accurate, reliable, and versatile system. Moreover, AI helps analyze data in real-time, generate reports, and even probe respondents further based on their eye movement results. If you want to learn how our eye tracking technology can make a difference in your research, please contact us today.