What eye tracking delivers
The goal of marketing and consumer research is to identify and assess how elements of the advertisement, packaging, point of sale impact customer behavior and decision making. In a competitive environment, brand owners request more information on the underlying cognitive processes that influence consumer behavior.
Eye tracking as an implicit method, provides objective data by measuring what the target audiences see, how they react to visual communication messages and make purchase decisions.
SMIs eye tracking solutions come with dedicated and efficient analysis and reporting software and are versatile to be used for real-life, screen-based and immersive projects to –
- Study which visual elements catch attention or cause confusion
- Analyze how long clients need until they first see the target product/signage
- Reveal which visual triggers implicitly affect decision-making
- Determine if a new package design supports brand recognition and sales