What is eye tracking?
In the simplest terms, eye tracking is the measurement of eye activity. Where do we look? What do we ignore? When do we blink? How does the pupil react to different stimuli? The concept is basic, but the process and interpretation can be quite complex. Eye tracking is imperative to understand shoppers’ attention and shopping behavior. Most purchase decisions are made in a split second and subconsciously and products must therefore visually attract and quickly grasp the shopper’s attention. Eye tracking captures shoppers’ habitual and subconscious behavior in a natural and unbiased fashion. It reveals in an objective way what really attracts consumers’ attention and eliminates social desirability bias or errors that may occur when relying on human recall. As such, eye tracking provides a complement to conventional research methods.
Eye-tracking will add value to your company by discovering naturalistic in-store behaviors and motivations with non-invasive methods. The shoppers’ experience will be witnessed as it naturally occurs and explore:
- Shopper behavior
- In-store navigation
- Search behavior & information gathering
- Path to purchase
- Usability levels
Study results showed a 15% increase in sales for the promoted products, less avoidance response, and greater spontaneous buying behavior. Eye tracking data showed that the product information display and the products themselves attracted significantly more attention when more promotional material was used. More time was spent processing price information at the information display and promoted products.