Eye tracking (ET)
– oculography
Table
of contents
- Eye tracking study – characteristics
- Types of eye tracking technology
- Usefulness of eye tracking
- Eye tracking study – what might it look like?
- Eye tracking research – examples
- Eye tracking research – strenghts
- Our Clients
- Why choose our offer?
- Eye tracking research – our resources
- Our standards
- Eye tracking research – our capabilities
- Eye tracking research – Price list
- FAQ
Eye tracking (oculography) is a technique
used to track the point of gaze, eye movements,
and the sequence and intensity of perception
of individual elements.
Direct observation using an eye tracker is conducted through a special camera that emits and records infrared radiation.
The data is recorded as an infrared reflection from the fundus of the eye at the centre of the pupil.
Eye tracking is one of the types of biometric research used in marketing. Biometric research in marketing is referred to as neuromarketing.
Thanks to biometrics, it is possible to measure human reactions to presented sensory stimuli.
Eye tracking research can be conducted in two ways:
Mobile eye tracking
The visual reactions of the subject are recorded using an eye tracker in the form of lightweight glasses with a small power supply.
Thanks to a wireless connection to a computer, the test is recorded in real time using specialized software.
The subject can move freely in any space.
Stationary eye tracking
Stationary eye tracking studies are performed using an eye tracker in the form of a strip mounted to the monitor.
The subject sits in front of the monitor.
The choice of technology depends on the type of materials the respondent views.
When assessing sales points and the products displayed there, stationary advertisements, or customer service, we use the mobile eye tracking technique.
In contrast, stationary eye tracking is used to evaluate electronic visual/audiovisual materials, such as websites, applications, e-commerce stores, online advertisements, and videos.
Declarative techniques used in marketing research so far do not allow for a thorough analysis of the respondent’s reaction. Thanks to eye tracking, we can precisely determine, for example:
- fixations of the examinee’s eyesight at a specific point, e.g., packaging,
- the order in which specific points/areas are noticed, e.g., packaging elements,
- the time after which they were noticed,
- average time of looking at given elements (text, pictograms, signs),
- the way of looking (whether the text is read or scanned),
- percentage distribution of attention given to particular elements, e.g., packaging,
- background components that disturb and draw attention away from the examined element.
Eye tracking studies are therefore essential wherever consumers interact with products, services, or their advertising. They enable the collection of data that evaluates the product or service and helps create parameters that will elicit the desired image, sales, and process effects outlined in the marketing strategy.
The eye tracking technique
allows for a quick collection
of irrefutable data.
We report data in the form of:
- videos with a marker indicating the current focus of the eyes
- heat maps,
- fixation maps,
- results for specific areas of interest (e.g., logo),
- statistical summaries.
The course of individual eye tracking tests depends on the purpose and topic. Depending on the research area, we use stationary or mobile eye tracking. In each case, the first stage of the test is the calibration of the subject’s vision.
In the case of a mobile eye tracker, the respondent looks at a calibration board.
For stationary eye trackers, moving points appear on the computer screen, which the subject follows. After the calibration process is completed correctly, the system confirms successful calibration, and testing can begin.
With mobile eye tracking, a person wearing the glasses moves around a designated space and performs tasks outlined in the project. They can also view audiovisual materials on mobile devices.
In stationary eye tracking, a person sitting in front of the screen looks at a sequence of images, videos, or performs activities in web applications.
Research conducted using the eye tracking technique may have various goals
and assumptions. It can be successfully used in any type
of consumer or social research.
Packaging testing – perfume
Website case study– Pro-Edu
Traditional declarative marketing research do not allow for recording respondents’ reactions to the provided visual stimuli. The undeniable strengths of the eye tracking technique include:
- unquestionable credibility of the results,
- rapid acquisition of results,
- measurement precision compared to applications that track mouse movement, where there is no eye gaze registration,
- convenience of testing,
- ability to test children,
- complementarity with other research techniques, such as in-depth interviews, subjective assessments, behavioural assessments, and neuromarketing techniques – EEG (electroencephalography), face reading (FR) / face tracking (FT), galvanic skin response (GSR), and electromyography (EMG),
- the ability to present research results in an accessible and visually appealing manner (e.g., using maps, videos, and charts).
To date, we have had the opportunity to work with various institutions and companies interested in obtaining statistics in specific areas. The research conducted was aimed at helping them advance their plans and attract new clients.
Why chooseour offer?
We have been conducting social and marketing research since 1996. Thanks to our high-quality standards, professionalism, and extensive experience, we can boast a high rate of returning clients.
We also regularly attract new satisfied customers who benefit from the research we conduct.
As specialists in this field, we deliver better results for the companies we work with.
We would be happy to answer any questions and suggest the most suitable research option for your specific needs. We also invite you to explore our full range of services.
Eye tracking research –our resources
We have a modern biometric research laboratory,
ASM Neuro Lab adapted
to the needs of people (including respondents) with disabilities.
We have world-class hardware and software:
- MOBILE EYETRACKERS – Tobii Pro Glasses 2 100Hz
- STATIONARY EYETRACK – Tobii Pro Spectrum 600Hz – THE ONLY ONE IN POLAND, irreplaceable when examining children
- STATIONARY EYETRACERS – Tobii Pro X3 120Hz,
- Software – Tobii Pro Studio,Tobii Pro Lab.
The sensitivity of our equipment allows for precise registration of reactions to visual stimuli without data loss, which is impossible with lower-quality equipment or in the case of online eye tracking. Our eye trackers enable the examined individuals to adopt a comfortable posture, which is especially important when testing children or individuals with disabilities.
Our standards
We conduct marketing and social research according to the highest standards of the research industry. We are audited annually by the Interviewer Quality Control Program and hold a relevant certificate.
We also possess the international ESOMAR certification.
Eye tracking research –our capabilities
We conduct eye tracking tests
at our headquarters
and at any location in Poland
We also offer equipment rental
Our proprietary methodology allows for precise research in the following areas:
- research on websites/internet applications and computer games,
- research on the reception of audiovisual materials,
- research on purchasing decisions,
- consumer food tests/culinary tests,
- tests on the psychophysical activity of drivers/operators,
- research involving children.
Eye tracking research –Price list
The research we conduct using the eye tracking technique aims to provide valuable insights that assist in formulating and implementing the objectives of a company or institution. Therefore, our studies are tailored to meet our clients’ needs regarding sample size, scope, and subject matter.
Since pricing depends on specific services, we encourage you to contact us for a detailed estimate. We will be happy to answer your questions and provide a quote for the service you are interested in.
FAQ
Neuromarketing is a biometric technique used in marketing research. It involves measuring the responses of participants to sensory stimuli. By analysing the results, it is possible to verify the declarative data provided by respondents and gain insights into the emotions that clients express in response to specific messages.
An eye-tracking study is a neuromarketing technique that involves tracking the gaze of the participant using devices known as eye trackers.
In an eye-tracking study, the participant observes presented visual or audiovisual material. The eye tracker records eye movement using infrared cameras.
Eye-tracking studies are employed wherever clients/consumers interact with visual stimuli.
Typically, eye-tracking studies last from a few minutes to about fifteen minutes.
Eye-tracking studies provide data that is otherwise unattainable. Only through eye tracking can we obtain information about what participants looked at, in what order, and with what intensity.
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