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Up until now, the use of eye-tracking as a broader market research tool for user and ad testing on smartphones has been held back by several hurdles: complexity, an artificial lab set-up, and or a high price.

 

Advanced phone cameras and machine learning algorithms have now paved the way for a new form of eye-tracking: smartphone technology. Smartphone eye-tracking precisely captures eye position via its own camera, opening up a new dimension of data collection under real-world conditions. But how does a smartphone eye-tracking study work and what do the study results look like?

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Natural settings

See real consumer behavior on personal devices. Users and consumers can participate in settings that normally would not been possible for eye-tracking research.

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Get your results fast!

No long waiting time since all recordings can be simultaneously, even in different languages and countries. Quality control and analysis are prepared beforehand so that the results can be accessed immediately.

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Eye-tracking data enriched

Combining implicit methods and in-context technology environments like amazon, Instagram or YouTube sandboxes make eye-tracking live up to its’ best. Effects can be measured and compared automatically.

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“Today, brands usually test their designs and prototypes on both devices, desktop and smartphone. In the past, we had to ” fix” the smartphone in a cradle and place an eye tracker underneath to be able to measure attention. The setup had to be stowed in a large suitcase and flown around the world. With smartphone eye-tracking technology, we can eliminate the need for cradle setups in in-home studies for the first time.”

– Madeleine Makaranets (Research Consultant)

Smartphone Demo

Discover how exactly smartphone eye-tracking works in this demo, from set-up and calibration to recording. Smartphone eye-tracking is possible on Android and IOS devices and does not require any additional hardware.

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More Information

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Our Case Study

In this case study, eye square explores the accuracy and effectiveness of smartphone eye-tracking. 100 U.S. subjects viewed ads on Instagram and then shopped at Wal-Mart.

 

The team was able to demonstrate that there was high eye-tracking accuracy and low drop-out rates. The exact process and benefits of the method can be found in detail in the case study.

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