{"id":37085,"date":"2021-08-05T09:34:11","date_gmt":"2021-08-05T07:34:11","guid":{"rendered":"https:\/\/www.eye-square.com\/de\/we-know-where-you-are-looking\/"},"modified":"2021-08-05T09:51:24","modified_gmt":"2021-08-05T07:51:24","slug":"wir-wissen-wo-sie-hinschauen","status":"publish","type":"post","link":"https:\/\/www.eye-square.com\/de\/wir-wissen-wo-sie-hinschauen\/","title":{"rendered":"\u201cWir wissen wo sie hinschauen\u2026\u201d \u2013 Studierende lernten den Einsatz von Eye-Tracking im Einzelhandelsmanagement"},"content":{"rendered":"<div class=\"wpb-content-wrapper\"><p>[vc_column][\/vc_column][vc_single_image image=&#8220;37088&#8243; img_size=&#8220;large&#8220; alignment=&#8220;center&#8220; qode_css_animation=&#8220;&#8220;][vc_empty_space height=&#8220;20&#8243;][vc_empty_space height=&#8220;20&#8243;][vc_column_text]Was Erkenntnisse \u00fcber das Blickverhalten von Kunden den Unternehmen verraten k\u00f6nnen und wie diese die Informationen nutzen, lernten Studierende des Wahlmoduls \u201eEye-Tracking im Retail Management\u201c.<\/p>\n<ul class=\"list-normal\">\n<li>Wie suchen wir nach Produkten auf Websites?<\/li>\n<li>Was sehen und was \u00fcbersehen wir?<\/li>\n<li>Warum greifen wir zu bestimmten Produkten im Regal und ignorieren andere?<\/li>\n<li>Wie bestimmt die Eye-Tracking-Forschung die Anforderungen an den Online\/Offline Handel?<\/li>\n<\/ul>\n<p>Diesen Fragen gingen Studierende der Studieng\u00e4nge\u00a0<a href=\"https:\/\/www.hochschule-ruhr-west.de\/study\/degree-programmes\/bachelor\/e-commerce\/\">E-Commerce<\/a>\u00a0sowie\u00a0<a href=\"https:\/\/www.hochschule-ruhr-west.de\/studium\/studienangebot\/bachelor\/bwl-internationales-handelsmanagement-und-logistik\/\">BWL &#8211; Internationales Handelsmanagement und Logistik<\/a> im Wahlmodul von Prof. Dr. Julia Thalmann-Ulsh\u00f6fer nach. Um die Br\u00fccke zwischen theoretischer Grundlagenvermittlung und praxisorientierter Lehre zu schlagen, wurde die Veranstaltung von eye square von Berlin aus begleitet.<\/p>\n<p>Felix Metger, der das Shopper Experience-Team bei eye square leitet, veranschaulichte mit vielen Praxisbeispielen die weitreichenden M\u00f6glichkeiten und Forschungsfelder mittels Eye-Tracking. \u201eDie Studierenden haben nicht nur wissenswerte anatomische Fakten \u00fcber unser Auge und die Verarbeitung dieser visuellen Reize in unserem Gehirn gelernt, sondern haben trotz eines weiteren Corona-Semesters mittels neuester technologischer M\u00f6glichkeiten die Eye-Tracking Forschung auch selbst angewendet\u201c, so Metger. Hierf\u00fcr wurde neben dem Webcam-Eye-Tracking auch Smartphone Eye-Tracking unter anderem von Oculid und Hawkeye eingesetzt.<\/p>\n<p>So hatten die Studierenden auch im virtuellen Semester die M\u00f6glichkeit, Studienkonzepte zu erarbeiten, die Eye-Tracking Tasks und Analysen durchzuf\u00fchren und abschlie\u00dfend per Webex die Ergebnisse zu pr\u00e4sentieren.<\/p>\n<p>Neben einer Studie zum Verpackungsdesign von Chips, die mit Webcam-Eye-Tracking \u00fcberpr\u00fcft wurden, gab es auch Eye-Tracking Erkenntnisse zur Mobile Shopper Experience bei gro\u00dfen Fashion Online-Shops. Ein Kooperationspartner der HRW, die Peek &amp; Cloppenburg KG aus D\u00fcsseldorf, fand die Fragestellungen zum Online-Browsing-Verhalten so aktuell, dass direkt Interesse an den Ergebnissen bekundet wurde.<\/p>\n<p><strong>Pressemitteilung Hochschule Ruhr West:<\/strong><br \/>\n<a href=\"https:\/\/www.hochschule-ruhr-west.de\/die-hrw\/news\/details\/wir-wissen-wo-sie-hinschauen\/\">https:\/\/www.hochschule-ruhr-west.de\/die-hrw\/news\/details\/wir-wissen-wo-sie-hinschauen\/<\/a>[\/vc_column_text][vc_empty_space height=&#8220;20&#8243;][vc_row css_animation=&#8220;&#8220; row_type=&#8220;row&#8220; use_row_as_full_screen_section=&#8220;no&#8220; type=&#8220;full_width&#8220; angled_section=&#8220;no&#8220; text_align=&#8220;center&#8220; background_image_as_pattern=&#8220;without_pattern&#8220; z_index=&#8220;&#8220;][vc_column]<a  itemprop=\"url\" href=\"https:\/\/www.hochschule-ruhr-west.de\/die-hrw\/news\/details\/wir-wissen-wo-sie-hinschauen\/\" target=\"_self\" data-hover-background-color=\"#6b1e6d\" data-hover-border-color=\"#ffffff\" data-hover-color=\"#ffffff\" class=\"qbutton  center default\" style=\"color: #ffffff; border-color: #ffffff; margin: 5px 5px 5px 5px; background-color:#00b4ff;\">Find the article here (in German)<\/a>[\/vc_column][\/vc_row]<\/p>\n<\/div>","protected":false},"excerpt":{"rendered":"<p>[vc_column][\/vc_column][vc_single_image image=&#8220;37088&#8243; img_size=&#8220;large&#8220; alignment=&#8220;center&#8220; qode_css_animation=&#8220;&#8220;][vc_empty_space height=&#8220;20&#8243;][vc_empty_space height=&#8220;20&#8243;][vc_column_text]Was Erkenntnisse \u00fcber das Blickverhalten von Kunden den Unternehmen verraten k\u00f6nnen und wie diese die Informationen nutzen, lernten Studierende des Wahlmoduls \u201eEye-Tracking im Retail Management\u201c. Wie suchen wir nach Produkten auf Websites? Was sehen und was \u00fcbersehen wir? Warum&#8230;<\/p>\n","protected":false},"author":21,"featured_media":37086,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[7817,7664,1],"tags":[],"class_list":["post-37085","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-7817","category-aktuelles","category-news"],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v25.7.1 (Yoast SEO v27.7) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>&quot;Wir wissen wo sie hinschauen&quot; | Hochschulkooperation | eye square<\/title>\n<meta name=\"description\" content=\"Das eye squares Shopper Team schl\u00e4gt mit der Hochschule Ruhr West die Br\u00fccke zwischen theoretischem Wissen und praxisorientierter Lehre.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.eye-square.com\/de\/wir-wissen-wo-sie-hinschauen\/\" \/>\n<meta property=\"og:locale\" content=\"de_DE\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"\u201cWir wissen wo sie hinschauen\u2026\u201d \u2013 Studierende lernten den Einsatz von Eye-Tracking im Einzelhandelsmanagement\" \/>\n<meta property=\"og:description\" content=\"Das eye squares Shopper Team schl\u00e4gt mit der Hochschule Ruhr West die Br\u00fccke zwischen theoretischem Wissen und praxisorientierter Lehre.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.eye-square.com\/de\/wir-wissen-wo-sie-hinschauen\/\" \/>\n<meta property=\"og:site_name\" content=\"eye square\" \/>\n<meta property=\"article:published_time\" content=\"2021-08-05T07:34:11+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2021-08-05T07:51:24+00:00\" \/>\n<meta property=\"og:image\" 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