Eye tracking: Understanding Focus and Predicting Interest | eye square
Eye square international full service market brand shopper and usability research company with focus on implicit research methods
visual attention, remote, mobile, eye tracking technology, market research
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EYE TRACKING

The most important analyses for the understanding of communication: eye tracking, understanding focus and predicting interest.

We want to clearly understand the dialog with the consumer at every touchpoint. We want to understand the behavior that people don’t even realize, or that they don’t talk about. For this we need special tools. The most important of these is the measurement of attention.

Why is this so important? Quite simply, in communication, visual attention is the basis for all further processing steps. According to the industry, for up to 85% of consumers product communication plays the most important role. This makes it an indispensable component for understanding whether and how communication affects the brand.

Eye tracking, understanding focus, predicting interest.

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For 15 years we have been focused on the view of the consumer.

Eye square has been a leader in the development of eye tracking for over 15 years and is a pioneer in the combination and application of eye tracking in market research. We develop our own exclusive high end software needed for performance and analysis. Only with this can we clearly understand the attention process and draw real value from the analysis.

Measure and optimize the path into the consciousness of your customers.

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Perception under concurrent pressure.

The perfect visual contact with our customers can be summed up as follows:

  • Your communication gets to the customer at the right time.
  • The gaze doesn’t just move quickly, but delves into your subject.
  • The customer explores and processes the information completely.

In the presence of the diverse stimuli and motivations of our everyday life, this process of successful communication is rarely achieved: We focus on less than one-third of the visible elements in media and products, and overall less than 15% is fully recognized.

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We evaluated 62 elements of an e-commerce site, 22 preferences of TV spots (Observed in a concurrent environment (magazine and mobile devices), 75 product offers on a cosmetic shelf.

3 Recording methods

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