The eye tracking method is frequently used in neuromarketing studies because it is highly integratable with other methods like facial coding, galvanic response of the skin (GSR) detection, electroencephalography (EEG), electrocardiography (ECG), plethysmography (PPG), and others. Additionally, it enables interpretation of all the data from other methods in the context of what the subject of the study is seeing at any given time.
Today, eye trackers study attention in various research situations, including internet, advertising, and customer experience.
Metrics and Data for Eye Tracking - Neuromarketing
One can extract signs pertaining to fixations, saccades, pupil diameter, and ocular blinks by analysing the eye tracking recordings.
Nonetheless, the primary metrics utilised in neuromarketing are mostly associated with fixations, specifically:
- Fixation Count (FC)
- Eyeball Count (EC)
- Time To First Fixation (TTFF)
- First Fixation Duration (FFD)
- Total Visit Duration (TVD)
- Average Visit Duration (AVD)
Experts can obtain highly relevant information that is not possible through traditional marketing research techniques thanks to their knowledge of the aforementioned metrics, as well as their ability to identify the type of eye tracker that is most appropriate for a given experimental context and some effective data representation techniques (heat map, gaze plot, and gaze opacity).
Let's take an example to talk about this:
The following are the questionable factors that a manufacturer in the FMCG sector should think about when planning sales or promotions in an offline retail store or chain of retail stores:
- How is the product positioned within the retail establishment?
- Is the consumer able to easily see where the product is located in the store?
- Does the product have attractive packaging?
- To what extent is the product engaging? Do any product variations exist that draw in customers?
- How soon after a subject walk inside a business is the product visible?
The manufacturer would conduct an experiment with an eye-tracking device to record client behaviour patterns to comprehend the aforementioned data points. The experiment can be conducted in two ways: Controlled experiment and uncontrolled experiment.
How helpful is the information above?
The first region, which are noticed frequently by participants, can assist us with packaging and advertising. The location will aid in the awareness of the brand. The place, where the subject spends more time, is beneficial for marketing and branding. This location will aid in gaining knowledge about the clients and competitors. Additionally, it will support an effective market positioning for our goods.
Increasing brand awareness and in-store traffic can be achieved by focusing on the second-most glanced region. One effective technique that marketers can employ in their campaigns is eye-tracking. It offers a wealth of information on what your target audience is considering and how they feel about it, all of which can be leveraged to craft more persuasive sales presentations.
NeuroX uses the latest eye tracking technology to obtain the best possible data to enhance your business.
