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Understanding Your Customer’s Attention

When potential customers or clients look at your web pages, advertisements, or commercials, what do they see? The layout, design, colors, fonts, images and text can influence their buying decisions.

Eye tracking technology can help you answer all those questions so you can improve your designs.

Neuromarketing Eye Tracking Consultant

The instant your web page, product label or advertisement becomes visible, the viewer’s eyes begin taking it in. Much of how the eye sees things is controlled unconsciously. Research shows that about 50% of the human brain is involved in visual processing. That’s no surprise, since seeing danger and food is essential for survival.

Research has demonstrated that an ad or a website has only a few seconds to create a good impression. Eye tracking studies can help designers understand whether a design is effective in capturing attention and holding it.

Advantages of Guiding Designs with Eye Tracking

Eye tracking studies work with wearable devices like specially equipped eyeglasses to track eye and head movements while subjects view a display, ad, product label or commercial. The data records where the eye looks, how long it gazes in that direction and tracks how subjects scan what they see. Some eye tracking devices also monitor the size of the subjects’ pupils.

Typically, the data is presented as a “heat map” which displays gaze location and duration as colors on a representation of the viewed object.

Disadvantages of Eye Tracking Market Research

While eye tracking studies are popular, they have limitations. Although they can monitor how an individuals view a specific visual display or advertisement, they offer very limited information about what that means in terms of emotional response or decision-making. They are best used for comparing design concepts and layouts. Where a subject looks, the sequence of scanning the material, and how long the gaze remains on individual elements are useful data, but may not be definitive.

Understanding the Your Customers’ Attention

Neuromarketing researchers at many universities have conducted extensive eye-tracking studies. Many of these have been published in peer-reviewed journals. Based on those studies, website and ad designers can access a wealth of information about capturing and holding customers’ attention.

Before investing in eye-tracking devices, data analysis software and doing your own studies, it is worthwhile to review existing studies to avoid duplicating that research. A consultation with a Neuromarketing expert can reveal what has already been learned from eye tracking research. The savings in time and expense could be significant.

Neuromarketing EEG Research Consulting – EEG is widely used in market research. However, EEG is a very crude measurement of brain activity. Its data can be very difficult to analyze and interpret. Consulting with an experienced Neuroscientist helps you avoid making mistakes and wasting money.
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