{"id":40050,"date":"2022-06-16T17:09:01","date_gmt":"2022-06-16T15:09:01","guid":{"rendered":"https:\/\/www.eye-square.com\/de\/?p=40050"},"modified":"2025-09-30T14:18:55","modified_gmt":"2025-09-30T12:18:55","slug":"marktforschung-de-dossier-interview-eye-tracking","status":"publish","type":"post","link":"https:\/\/www.eye-square.com\/de\/marktforschung-de-dossier-interview-eye-tracking\/","title":{"rendered":"marktforschung.de Interview Eye-Tracking"},"content":{"rendered":"

[vc_row css_animation=““ row_type=“row“ use_row_as_full_screen_section=“no“ type=“full_width“ angled_section=“no“ text_align=“center“ background_image_as_pattern=“without_pattern“ z_index=““][vc_column][vc_empty_space height=“20″][vc_single_image image=“40096″ img_size=“large“ alignment=“center“ onclick=“custom_link“ img_link_target=“_blank“ qode_css_animation=““ link=“https:\/\/www.marktforschung.de\/aktuelles\/marktforschung\/eyetracking-erlebt-gerade-seinen-zweiten-fruehling\/“][vc_empty_space height=“20″][vc_empty_space height=“40″][vc_column_text]<\/p>\n

Die Wiedergeburt des Eye-Trackings<\/strong><\/h3>\n

[\/vc_column_text][vc_empty_space height=“15″][vc_column_text]<\/p>\n

Mit dem technischen Fortschritt in der Kameratechnik auf mobilen Endger\u00e4ten findet <\/strong>aktuell ein Shift vom <\/strong>
\nLabor in nat\u00fcrliche Studienumgebungen statt<\/strong><\/h5>\n

[\/vc_column_text][vc_empty_space height=“20″][vc_column_text]<\/p>\n

Als Research-Methode gilt Eye-Tracking als materialintensiv-ohne Eyetracker kein Eye-Tracking. Mit den steigenden Anforderungen in der UX-Research<\/a> und dem Kampf um Aufmerksamkeit in der Werbung erlebt Eye-Tracking<\/a> aktuell jedoch eine Renaissance.<\/p>\n

Mit herk\u00f6mmlichen Kameras von Smartphones und Webcams k\u00f6nnen auch bei einem Setting zu Hause bei den Teilnehmern bessere Ergebnisse erzielt werden, ohne zus\u00e4tzliches Equipment zu verwenden. Im Hinblick auf Qualit\u00e4t und Flexibilit\u00e4t in der Anwendung werden Tracker immer genauer, weniger fehleranf\u00e4llig und weniger lichtempfindlich. Die neuesten Algorithmen unterst\u00fctzen die Erkennung von Kopf und Augen.<\/p>\n

Neben dem Einsatz in der UX-Forschung eignet sich diese Methode auch hervorragend f\u00fcr Umfragen zur Werbewirksamkeit<\/a>. Mit Eye-Tracking Technologien k\u00f6nnen die Sichtlinien von Teilnehmern durch eine Smartphone- oder Webcam unmittelbar verfolgt werden. Bei digitalen Werbekontakten<\/a> wird Eye-Tracking auch zur Messung der reinen Wahrnehmung, dem System 0, eingesetzt.<\/p>\n

Die Technologie eignet sich besonders f\u00fcr die Untersuchung sozialer Plattformen, und die mediale Nutzung traditioneller Kan\u00e4le. Die Attention Economy macht es unerl\u00e4sslich, dass Marken Aufmerksamkeit und damit Blickkontakt herstellen, um ihre Botschaft an den Verbraucher zu \u00fcbermitteln.<\/p>\n

In welchen Bereichen lohnt es sich also, Eye-Tracking als Instrument zu nutzen, wo liegen die Herausforderungen und welche Fortschritte zeichnen sich in der technischen Entwicklung von Eye-Tracking Tools ab?<\/p>\n

Unsere Kollegin Michelle Gr\u00e4tsch widmet sich mit weiteren Eyetracking-Experten von EYEVIDO<\/a>, Like to KNOW<\/a> und oculid<\/a> detailliert dem Thema im aktuellen Interview bei marktforschung.de<\/a>.<\/p>\n

[\/vc_column_text][vc_empty_space height=“30″]Interview lesen<\/a>[\/vc_column][\/vc_row]<\/p>\n<\/div>","protected":false},"excerpt":{"rendered":"

[vc_row css_animation=““ row_type=“row“ use_row_as_full_screen_section=“no“ type=“full_width“ angled_section=“no“ text_align=“center“ background_image_as_pattern=“without_pattern“ z_index=““][vc_column][vc_empty_space height=“20″][vc_single_image image=“40096″ img_size=“large“ alignment=“center“ onclick=“custom_link“ img_link_target=“_blank“ qode_css_animation=““ link=“https:\/\/www.marktforschung.de\/aktuelles\/marktforschung\/eyetracking-erlebt-gerade-seinen-zweiten-fruehling\/“][vc_empty_space height=“20″][vc_empty_space height=“40″][vc_column_text] Die Wiedergeburt des Eye-Trackings [\/vc_column_text][vc_empty_space height=“15″][vc_column_text] Mit dem technischen Fortschritt in der Kameratechnik auf mobilen Endger\u00e4ten findet aktuell ein Shift vom Labor in nat\u00fcrliche Studienumgebungen statt…<\/p>\n","protected":false},"author":21,"featured_media":40089,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[7822,204,1],"tags":[],"class_list":["post-40050","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-7822","category-article","category-news"],"yoast_head":"\nEye Tracking als Methode erlebt in der Forschung eine Wiedergeburt<\/title>\n<meta name=\"description\" content=\"In den letzten Jahren fand ein Paradigmenwechsel statt. 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