Eye Tracking is a technology that allows you to understand what a person is really looking at while watching advertising, viewing design layouts, browsing a website, etc. It is the most objective method to measure consumers' attention.
With eye tracking you can easily test:
- Video materials
- Live websites (UX/UI)
- Images (print ads, online banners, etc.)
- Packages/product concept
- Product shelf placement
At CoolTool platform, eye tracking technology (as well as other neuromarketing technologies) is fully integrated with our surveys engine. It allows you to cross-analyze consumers' explicit responses with their nonconscious reactions and get the most reliable insights. It is all fully automated.
You can run eye tracking studies using a special device (infrared eye tracker) or via a standard webcam. The accuracy of the webcam-based eye tracking results depends on the webcam resolution.
- Online tool
- Works with standard webcams
- For everyday research
- Access to online panels
- Professional equipment
- Highest accuracy
- For research in the lab
- Integrated with all neuromarketing tools
- Works with a webcam / eye tracker
- Integrates with online surveys
- High accuracy
- Automated reporting
- Understandable visualizations
- Online panels / your own participants
Marketers make a lot of effort to capture their consumers’ attention. It’s vital for marketing success to know which parts of the communication process consumers focus on and which parts they ignore. Eye tracking can objectively answer these questions using vivid visualizations.
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Eye Tracking Hardware
What is an Eye Tracker?
How to set up an Eye Tracker?
The third step: download and install the latest version of the NeuroLab application.
The last step - initiate calibration of the eye tracking device in few clicks. Calibration
will be completed automatically.
After this, your device is ready to collect data.
Eye Tracker Basic vs Eye Tracker PRO
Find out more about Eye Tracker Basic and Eye Tracker PRO.
What is webcam-based eye tracking
Eye Tracking for Websites
Eye Tracking for Shelf Placement
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
Eye Tracking for Advertisement
Eye Tracking for Packaging and Design
Introduction to Eye Tracking
What is Eye Tracking?
• 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?
This tool helps to understand what you should refine or change in your marketing in order to attract more customers. It helps you to make a product more attractive and to increase customer base.
Why use Eye Tracking?
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?
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
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.
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