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What is eye tracking?
Eye tracking is sensor technology for the measurement and
recording of eye gaze activity in response to stimuli. For
marketing research application, an eye tracker will track eye
position and eye movement, including pupil dilation, to pinpoint
interest and reveal reactions which might otherwise be go
Researchers are interested in points of
‘fixation’: The ordered list of the eye gaze
movements to process the information, i.e. what is seen and what is
not seen: Time taken to arrive at a fixation: Length of fixation:
And number of fixations per element of the stimulus. The behavior
which is exposed by eye tracking is used to gain deeper insights
into consumer behavior and response.
Choose the eye tracking solution that best suits your research
- In-person eye
IVP's in-person eye tracking service, powered by Tobii and SMI,
provide both qualitative and quantitative results that allow you to
climb into the eyes and mind of a consumer to gain true insight
into a product’s design implications.
- Online eye
IVP's online eye tracking solution, powered by Sticky, allows
research respondents to participate in eye tracking research
from anywhere they have a webcam and access to the internet.
Your local Schlesinger Associates facility director
Bob Granito, President
Interactive Video Productions
Tel. +1 (732)970.9446