What do people look at in an advertisement or on websites? How do consumers search and orient themselves on the sales racks? Eye tracking refers to a market research method, in which an eye camera measures where the viewer’s gaze falls.
Eye movements that are imperceptible at first glance say a lot about what people pay attention to. Attention is a basic requirement for advertising, store room design or websites, for example, being noticed. In the best case, attractively designed stimuli trigger a buying process.
- Which elements of an advertising display (e.g. logo, headline) are perceived most? “Eye-catcher”
- How long and how often are these elements viewed?
- In which order are the elements looked at?
- Which product does the customer notice first/last?
- Can customers orient themselves easily?
- Which print advertisement generates the most attention?
- What information is actually perceived by customers and what is merely “scanned”?
- Is important information placed in attention-grabbing places?
- Are users led effectively to content relevant to them or do they get lost in the layout of the site?
Eye-tracking works on the basis of non-hazardous infrared rays, which are directed at the subject’s face. At the same time, a video log is recorded with an eye camera. Mobile or stationary devices are available for eye-tracking.
For students who want to know more about eye-tracking, we have created an online tutorial.
For further reading (in German), we recommend:
Schröder, Hendrik, Groth, Frank and Mennenöh, Julian (2011). Innovative Measuring Methods. Eye-tracking in Retail – A Guide to View Recording. Marketing Review St. Gallen, 25 (6), 38-43. http://link.springer.com/article/10.1007%2Fs11621-008-0106-y