24 Mar p&a blickpunkt Eye Tracking: Michael Schießl on decision engine
In the planning & analyse feature ‘Blickpunkt: Eye-Tracking’, Michael Schießl talks about the development of eye tracking as a market research tool including newer integrated research approaches used by eye square.
What began more than 25 years ago under the unwiedly label ‘instrument-based methods’ will be part of a cross-domain Decision Engine.
Eye tracking delivers, in integrated use with other methods, critical insights regarding what is really important to people. Through this, eye square combines survey data and behavioral indicators for an integrated approach and thus achieves a significantly higher validity compared to the traditional approach.
Link to p&a Blickpunkt: Eye Tracking (German article)