Eye Tracking

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Eye Tracking Hardware
What is an Eye Tracker?
Eye Tracker – is a hardware that is required to conduct eye tracking projects at CoolTool.

The most sophisticated device offers an extremely high level of gaze analysis and is suitable for professional market research. Eye tracker can be conveniently mailed to colleagues in other cities. It is quick and easy to connect and set up. You simply need to download and install a NeuroLab App in order to get the results you are looking for. A single device can be used on multiple computers.

CoolTool provides eye tracking technologies at a competitive price (the device is priced at USD 499) and of near-perfect quality (with a margin of error of less than one centimeter). This combination of quality and economy has been carefully calculated to provide clients with the optimal marketing tool at an affordable price. CoolTool provides a complete eye tracking solution that combines everything you need in order to conduct meaningful marketing research.
How to set up an Eye Tracker?
Set up an eye tracker in 4 easy steps.

1. Insert the USB cable in the Eye Tracker itself and connect it to a USB 3.0 SuperSpeed port on your computer.

2. Make sure the Eye Tracker is reliably installed so the tracker does not move. The device should be placed in front of the screen so that respondent’s eyes are approximately at 45-75 cm distance from the screen.

3. Download and install the latest version of the NeuroLab application.
4. Initiate calibration of the eye tracking device in few clicks. Calibration will be completed automatically.
This concludes all the actions needed to set up an eye tracker for CoolTool projects. Now your device is ready to collect data. In order to use eye tracker, you do not have to install additional software or download additional drivers from the Internet. All that you need is a free account at our website.
Eye Tracker Basic vs Eye Tracker PRO
You may notice that there are two models of the eye trackers available at CoolTool store. Here we will explain the difference between them.

Eye Tracker Basic is perfect for testing materials that last less than 1 minute. It is hard for respondents to keep a stable position for longer than that and this model of eye tracker does not have head movement compensation. Therefore with this model it's important to notify your respondent to keep stable position during the test (distance between head and display should be the same during calibration and all the steps of the test).

Eye Tracker PRO is a great solution for testing marketing materials of various durations. This model uses the head movement compensation algorithm and respondent is not required to remain completely still during the test.
Which eye tracking hardware to choose?
Every solution has its advantages and disadvantages. You need to find the balance between precise results, price, and the time you need to spend conducting research.

Eye tracking glasses are ideal for conducting on-site research. They provide accurate results and are easy to set up. However, it is a high-cost solution.
Webcam eye tracking offers obvious economic advantages. However, the results are not particularly accurate, and the insights provided by webcams will not be improved by the use of a high-resolution webcam.
Eye tracker combines affordable price with convenience and accuracy of results.

At CoolTool we have weighed out all the pros and cons of different hardware before we decided to develop software for an eye tracker, a device designed specifically for an eye tracking. And here is why we chose an eye tracker - it gets you a perfect combination of an easy setup and accuracy at the most affordable price.
Eye Tracking Solutions
Eye Tracking for Websites
Eye tracking will give you an understanding of how good your website’s navigation is.

It can show how effective the banner ads on the site are, which elements of the site draw the most attention, and which parts are likely to be overlooked.

You will be able to track the actions of the user from the beginning of the session until the final purchase.
Eye Tracking for Shelf Placement
Users respond differently to a product when it is displayed by itself than when displayed on a shelf among other products.
CoolTool software can display a product in a range of random shelf positions, varying the position for every new user. The results of this test are impossible to fake, as the answers it produces are not subject to the personal prejudices and opinions of the respondent.

The unique and important feature that CoolTool offers to researchers in a shelf placement tests is 'rotation' and 'stick to previous' options. 'Rotation' allows you test products placed in a different order on a shelf from one respondent to another. 'Stick to previous' enables you to lock two items on a shelf (e.g. Coca-Cola and Pepsi bottles) so they would always stay next to each other, no matter the rotation.
Eye Tracking for Video Materials
Whether you are analyzing an advertising clip or other video content, you will be able to see what the user paid most attention to during viewing.

Eye tracking test will help you to iron out any costly mistakes before the video goes public. It is a great way to test your logo visibility, as well messaging in your commercial.
Eye Tracking for Advertisement
It can be hard to grab viewer’s attention with an advertisement.

People are tired of advertising, making it a constant challenge for designers to prepare eye-catching advertising materials. With the help of eye tracking, you will be able to see how people react to your advertisement, both individually and when placed alongside other visual materials. You will also be able to identify the most effective position for your advertisement.
Eye Tracking for Packaging and Design
Eye tracking technology allows you to determine the visibility of your product or branding in relation to similar products or brands in your segment.

It offers insight into the effectiveness of your design in attracting attention within the context of market conditions and in comparison to competitors or other brands that are likely to be present in the same marketing environment as your brand.
Introduction to Eye Tracking
What is Eye Tracking?
Eye tracking technology allows researchers to observe viewing patterns and understand what a person is looking at.

It is a quick and easy way to analyze how your target audience reacts to the marketing tools you employ for communication. It allows you to determine which tools work and which do not. Eye tracking is a very useful tool as it helps you to understand what you should refine or change in your marketing in order to attract more customers. It helps you to make your product more attractive and to increase your customer base. Modern eye tracking systems are not expensive. However, the results they provide can have a significant positive economic impact on a wide range of businesses.

Eye tracking will help you to answer the following questions:
• What marketing elements capture the gaze of the consumer?
• What drives the decision-making process?
• Which parts of the communication process do consumers focus on, and which parts do they ignore?
Why use Eye Tracking?
90% of marketing consists of visualization. It is crucial to understand how your brand colors or new website design are perceived by your target audience.

It is crucial to understand how your brand colors or new website design are perceived by your target audience. Thanks to eye tracking, you will be able to intercept a person’s reaction before they are able to filter it and present it to you in a distorted or subjective way. You will know with a high degree of certainty what people see and what they do not see.

The truth is in the eye of the beholder: Eye tracking not only allows you to explore whether consumers like your packaging or advertisement – eye tracking will also allow you to check specific reactions to aspects of your marketing. This differs from traditional consumer surveys because it provides insight into the user’s natural reactions based on their eye movement. You can have confidence that the findings produced reflect the genuine position of the consumer. What people say and what they do can often be completely different things and eye tracking helps us to find these discrepancies.
How does Eye Tracking work?
Eye tracking allows researchers to identify where a person is really looking on a screen. It is communicated through three parameters.

Fixation. Eye tracking shows the location of a customer’s gaze at any given moment. It is the basic unit of analysis for understanding visual attention. Fixations are very short, commonly lasting for fractions of a second. A high number of fixations on a certain area tells us that a customer is looking at something. However, while eye tracking alone can tell us what a person looks at, it cannot tell us why.

Duration. This parameter tells us that a person is paying attention to a particular visual element. But duration data can be hard to interpret correctly. A person could be confused by a particular element, or the element could be hard to interpret. Alternatively, the viewer may simply find it engaging.

Movement. It helps to understand how a person’s gaze moves from one point to another. This information is particularly useful for website designers. Movement patterns tell us how a person reacts to visual stimuli. It helps to understand how you should design your website to convey the message you need. A person may focus on a large block in the center before moving to navigation elements at the top of the site, and so on.

There is much more to an eye tracking, but these three parameters will give you the basic idea of how eye tracking works.
Benefits of using CoolTool Eye Tracking
Easy-to-use. The intuitive interface does not require special skills or training.

A vast variety of analytical tools. You can indicate your own areas of interest (e.g. logo, message) on the materials you are testing.

Survey-integrated. Include questions that require eye tracking device in your questionnaire in a simple and convenient way. Then cross-analyze data from a survey with data from an eye tracking.

Real-time results. Data instantly appears in your project. You get it in form of visualizations - heat map, gaze plots, opacity maps, as well as all the stats on your areas of interest. Feel free to export this data to Excel or SPSS.

Automatic reporting. The system automatically generates visualized reports, which you can download to fully editable PPT or PDF.
Eye Tracking as a part of NeuroLab
Eye tracking is a branch of the neuromarketing school of market research.

Neuromarketing studies consumer’s affective, cognitive and sensorimotor responses to stimuli. This field of marketing studies how the brain reacts to marketing information. In addition to eye tracking, researchers can use a range of different sensors to measure changes in different regions of the brain.

They can also study heart and respiratory rates. It helps to understand why consumers make decisions and what parts of the brain are responsible for the decisions a customer makes. All together it is neuromarketing.

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