message, design & placement – reaching the consumer
As a market researcher, you need to be able to assess focus groups and consumer behavior quickly and accurately so as to deliver the appropriate feedback in the way your clients need.
Eye tracking allows you to pre-test your clients' designs by measuring what the target audiences see and so improve on the impact before the launch. Your clients are thus better able to understand user behavior and can optimize their visual communication to reach their marketing goals. SMI eye tracking solutions for market research are also suited for neuromarketing studies.
A range of easy-to-use tools are available for the video analysis of eye movements in marketing research and neuromarketing, which can be used to study:
- Shops (Interior / Window Design): Eye tracking studies enable interior designers to choose color, lighting, architecture, etc. so as to subtly influence the customer's mood. This includes the use of eye catchers to attract passers-by and arouse their curiosity.
- Package Design: Eye tracking can be used both to optimize the look and feel of the packaging as well as the experience of unpacking the product. Strong competition nowadays between the huge variety of products makes the package design a key issue influencing sales.
- Advertisements / Print: Eye tracking allows you to measure what your customers see and therefore to optimize your message with regard to the intended target group.
- Web Design / Online Marketing: In web design, the aspect of optimized navigation through the content is of major importance. Therefore, the design demands more than the purely visual aspect. Usability tests can help you evaluate ease of use and logical navigation – both of which are essential for keeping the user on your website for as long as possible.
The optimum use of eye tracking with screen-based visual stimulation requires contact-free tracking allowing the subject free head motion. In addition, the system needs to be fast and easy to configure, deploy and operate, as well as being accurate and reliable, providing data in real-time. The equipment also has to be versatile and compatible with other visual systems.
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Optimization of print media using an remote eye tracking device
The effectiveness of visual advertising is influenced by a range of factors including content, location, height and image size, as well as the type of product and the client base for that product.
ID Magasin is using iView X™ to collect information about gaze position so as to provide feedback that improves the way advertising is structured. By quantifying what people actually look at when they view an advert, the researchers help maximize the potential of new products by making them as attractive to customers as possible.
Measuring Brand Recall
Preliminary conclusions about parameters that increase advertising impact of product placement can be drawn from a pilot study with SMI remote eye tracking over Lady Gaga’s award winning music video “Bad Romance”.