We want to clearly understand the dialog with the consumer at every touchpoint. We want to understand the behavior that people don’t realize or even know what to look for. The most important of these is the measurement of attention – e.g. via eye tracking.
Why is this so important? In communication visual attention is the basis for all further processing steps. Up to 85% of consumers’ product communication plays the most important role in successful brand interaction. This makes it an indispensable component for understanding how communication affects the brand.
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.
The perfect visual contact with our customers can be summed up as follows:
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.
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.