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Discover where customers, visitor or shoppers look
Get concrete points of improvement for your customer journey
Lead time of 10 days
Although the technique looks complex, the result of an Eye Tracking Study is surprisingly simple: videos that show exactly what each individual participant was looking at and in what order. Supplemented by specific heatmaps that show an average of how much attention different elements attracted.
These qualitative visualizations can be supplemented with quantitative viewing statistics depending on your marketing goals:
Whether you use Eye Tracking for usabilty research, product and packaging research, shop- and shelf research or VR research, Eye Tracking reveals concrete points for improvement to optimize your expression.
The most important thing about any marketing communication is that the right information is seen at the right time. Eye Tracking gives you exact insight into what information is seen, when the information is seen, and for how long. These insights can be seen as direct input for optimization possibilities, by making certain elements stand out more, or by eliminating them.
It is also possible to test two expressions side by side. In this way you get a complete picture of what different designs do with the attention of the customer.
Based on the movement of the eye in the head, Eye Tracking can very specifically map out what someone has looked at to (milli)seconds of precision.
Eye Tracking uses sensors that are able to accurately record the position of the eyes. It calculates with an accuracy of millimeters what people are looking at. Unravel Research uses innovative infrared beams that track every eye movement. This allows us to capture the purest consumer response. Uncomfortably heavy Eye Tracking headsets are a thing of the past with us.
Unravel works exclusively with state-of-the-art suppliers of eye tracking equipment. So we have:
Advanced arithmetic models continuously correct for any changes in posture and pupil size to determine the visual center of attention. The result of this is a very accurate measurement of eye movements during interaction with a marketing message or store.
Unravel Research works with two different types of Eye Trackers; Mobile Eye Tracking in the form of comfortable glasses and Remote Eye Tracking in the form of a bar mounted on a monitor. That way we are always able to research in a realistic setting; whether that is in store on location or in our own living room lab.
In neuromarketing research, Eye Tracking can be used alone or in conjunction with other neuromarketing techniques, such as EEG (brain activity). By combining these techniques, we are not only able to measure where people look, but also which specific human drives and feelings are evoked by each element in a message.
"The neuro research was super valuable to us. With our new campaign we have consciously opted for neuro research. That way we don't get socially desirable answers, but real insights."
Below, you will find some example output of one of our Eye Tracking studies.
Timeline of an Eye Tracking project
Every Eye Tracking study is unique. Unravel Research therefore follows a proven approach to translate your research question into a suitable design. The average turnaround time for an eye tracking survey is ten days.
In the first week, the scope of the project is determined in consultation with the customer. What do we want to study? Unravel takes an active advisory role in this, because a well-thought-out research question is crucial.
During the fieldwork days, 15-30 respondents visit the research location (our living room lab or another location of your choice). The number of respondents depends on the nature of the research question. The respondent is fitted the Eye Tracker and possibly EEG, after which they go through the briefing. Then they interact with the packaging, the product, the advertising, the website, the store or another marketing expression of your interest.
Depending on the research question, the Eye Tracking data is analyzed on an individual or group level. We process the data into practical insights about behavior and perception, as well as quantitative performance metrics per element of the expression.