Eye tracking is a neuromarketing method that allows for the objective measurement of consumers’ visual attention and unconscious reactions to advertising materials and product packaging.

Eye-tracking technology tracks eye movements, identifying the areas on which a person’s attention is focused. This method is typically used to analyse the layout and functionality of websites or product packaging, as well as the focal points in video and photo advertisements, etc.

The technology tracks the direction of gaze, fixation duration and eye trajectories, creating heatmaps. This technology is a cost-effective way to save resources.

Eye tracking is used to evaluate product design; the eye tracking method assesses whether the most important elements truly attract the most attention, and whether the key design elements are positioned within the primary areas of visual interest.

Eye tracking technology can be used online in conjunction with webcams; this helps to identify hotspots of eye movement.

Eye-tracking technology can be applied in a real-world environment and in real time, in conjunction with eye-tracking glasses.

Eye tracking using eye-tracking glasses helps to capture gaze patterns in a physical shop, retail outlet, etc.

This method is used to assess the effectiveness of advertising packaging design in a real-world environment, ensuring that product designs, layouts and other key elements attract maximum attention, whilst also helping to determine whether the layout meets the client’s requirements and specific needs.

Eye tracking is combined with a method for reading and coding facial emotions as an additional option. By adding other biometric tools, we gain a deeper insight into the subconscious levels of choice. The results of the analysis are supplemented with the conditions for rational choice. In this way, we assess sales prospects and work towards achieving marketing objectives.

Feedback on our scientific and productive collaboration will always be based on specific research and publications.

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