Eye Tracking | Market Research Technology | eye square
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Eye Tracking

Predicting interest and understanding focus with Eye Tracking

In communication, visual attention sets the precendent for all further processing steps. With variations depending on the industry, 85% of consumers give visual attention the most important role in product communication. This makes it an indispensable component for understanding how communication affects brand image.


  • TV Spots
  • Online Ads
  • Print Ads
  • Websites
  • Click-Dummies
  • Packaging
  • Shelf Design
  • Labeling


  • Biotic use
  • Scalability
  • Representativeness
  • Short field duration
  • Cost efficiency
  • Special target groups
  • Emotion measurement
  • 20 years of experience

Perception under competitive pressure

We picture the ideal visual contact between brand and customers as:

  • Your communication gets to the customer at the right time.
  • The customers’ gaze don’t just move on, allowing for the visual to reach into the customers’ conciousness.
  • The customer explores and processes the displayed 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 1/3 of visible elements in media and products; of the focused media, less than 15% is completely comprehended at all.

We evaluated 62 elements of an e-commerce site, 23 TV spots (observed in a competitive environment (magazine and mobile devices), and 75 product offers on a cosmetic shelf.

4 Eye Tracking recording methods


With the webcam we measure eye movements quickly and cost-effectively. Users can participate in studies easily and conveniently from home with a webcam and browser.


Measure the attention of your customers in high-definition with the Pupil eye-tracker. The light weight and the self-calibration allows a quick start without losing quality.


The recording with a special eye tracking device on the monitor or display achieves a particularly accurate measurement and an automated analysis of eye tracking data.


Virtual reality is an innovative way to immerse consumers in an artificial world. There they can interact with products and services as if they were in a real environment.