Eye tracking, how it works and what role it plays in Neuromarketing
What does eye tracking do?
Many of you have asked me what exactly eye tracking is and how it is applied to Neuromarketing.
Let’s start with a definition.
Eye tracking is also known as eye monitoring.
In practice, it allows to detect the aspects on which the attention of a person is focused.
In other words, it analyzes the movement of the gaze while, for example, we display an advertisement or a product on a supermarket shelf.
Which is the device used to perform eye tracking?
It’s called eye tracker, and it’s the device that measures the movements of the eye.
Using the eye tracker, it is possible to obtain data on visual processes (conscious and unconscious).
These data are related to the fixation points of the eye and to the sacs (quick, simultaneous movement of both eyes between two or more phases of fixation in the same direction.).
Eye tracking is essentially a scientific methodology that allows us to understand what attracts attention, where and for how long a consumer’s gaze rests on a product, an advertisement, a website, etc..
The eye tracker is a device that uses infrared lighting and through a camera records, as anticipated, what the subject is observing, where the eye is fixed and for how long.
Therefore, with eye tracking you can understand how a potential consumer explores a product and its packaging on a shelf of a store and what attracts his attention most.
Eye tracking applied to Neuromarketing
In light of what we have said, eye tracking is therefore an important tool that companies, marketing and Neuromarketing professionals can use to study the effectiveness of packaging, advertising, rather than a website etc..
As you can see, there are no limits to Neuromarketing.
It can be applied in any field and for any business objective.
BOTTOM-UP AND TOP-DOWN: TWO DIFFERENT WAYS TO PROCESS SENSORY DATA
When we look at a certain thing, the movements of the eye are guided by attention based on two elements that work in synergy:
- “Bottom-up“, meaning color, shape, size and brightness
- “Top-down“, memory, involvement, attitudes, emotions, goals
In addition, according to a study carried out at a well-known university in Massachusetts, when a consumer has to choose a product, eye tracking is divided into three phases, namely:
- orientation: quick look at the exposed products (still unconscious phase)
- evaluation: phase in which the various products are compared (start of the conscious phase)
- verification: concentration on the product/brand that caught the attention and verification of sensory and physical characteristics.
Therefore, it’s clear that eye tracking is a powerful means for Neuromarketing.
In fact, through this innovative technology, you are able to provide useful answers to various questions that companies ask about the sale of their products or services.
For example, how and for how long are promotional messages and announcements perceived?
Or, which attract more and which attract less?
Eye tracking provides static and dynamic representations of the effect of an advertisement or observation of a product, analyzes the fixation of a consumer urged to identify a message, a detail or to observe freely an element that can be a display etc.
For example, in a video it can give us confirmation that the attention of the audience is focused on the subject of the video itself and not on elements that can sometimes distract the attention.
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