Eye Tracking

  • Discover where customers, visitor or shoppers look

  • Get concrete points of improvement for your customer journey

  • Lead time of 10 days

Applications of Eye Tracking

Do your customers have an eye for the most important elements of your marketing – such as brand identifiers in your advertising, packaging or other marketing messages? What are the most important factors that the shopper takes into account in his or her choice? Are there elements that actually distract? Does attention differ per device? And which path do shoppers take before they switch to buying?

Eye Tracking gives you clear and realistic insight into what people are looking at, how long they look at it and in which order they do it. By means of Eye Tracking we can measure and optimize the appeal of advertisements, (web)shops, product packaging and other marketing expressions. In other words, Eye Tracking exposes what people focus their attention on when they interact with your marketing communications.

Depending on your research question, Eye Tracking can be combined with neuroimaging techniques such as EEG. This way you not only gain insight into attention, but also into emotion. This helps you unravel which individual elements within a message are responsible for the responses EEG reveals.

Clear results

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:

  • Time to first fixation (TTFF): Indicates the extent to which something automatically grabs attention; effortless.
  • First fixation duration (FFD): Gives an indication of stopping power, the interest in the message.
  • Total fixation duration (TFD): GIndicates attention based on motivation and effort.
  • Eyeball Count (EC): The number of participants who observed an area. Indicates universal versus personal appeal.
  • Fixation Count (FC): The number of times a participant looked back at an area of interest. Attractive content is more often viewed multiple times.

Concrete points of improvement

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.

Denise ZwartsOr discuss the possibilities with Denise, our Solutions Manager
Check availability, and schedule an online appointment
 

How it works

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.

A Highly Accurate Technology

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.

State-of-the-Art Equipment

Unravel works exclusively with state-of-the-art suppliers of eye tracking equipment. So we have:

  • Tobii Glasses 3
  • Tobii Glasses 2
  • Tobii X3-120
  • Tobii Pro Nano

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.

Realistic Setting

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.

Combine Eye Tracking with EEG for a Complete Picture

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."

Ingrid de Jong - Brand Manager Pearle
Denise ZwartsOr discuss the possibilities with Denise, our Solutions Manager
Check availability, and schedule an online appointment
 

Output example

Below, you will find some example output of one of our Eye Tracking studies.

Denise ZwartsOr discuss the possibilities with Denise, our Solutions Manager
Check availability, and schedule an online appointment
 

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.

  • Day 1-2: Kick-off & preparation

    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.

  • Day 3-5: Fieldwork

    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.

  • Day 6-10: Data-analysis en report

    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.

Impression

Output Example

Eye Tracking Glasses + EEG

Communication Study with Eye Tracking + EEG

Close-up living room lab

Packaging Research with Eye Tracking + EEG

Research in a realistic setting

Our clients

We mean business with