Articles And Resources About Eye Tracking

Related Articles

There are 5 articles in our archive related to this topic.

Walking a fine line

Using customer surveys, Stiefel Laboratories discovered that some of its soap users purchased the product on impulse rather than on a doctor’s recommendation. With the goal of increasing these impulse buys, the tested two new potential packaging designs. Using a simulated store shelf planogram, researchers determined how quickly the Oilatum box was seen and how long respondents looked at it. Consumers then viewed the designs separately to determine the points on the packaging they noticed first, second, etc. The researchers used eye tracking and verbal interviews to collect data.

What lies beneath

As interest grows in digging beneath respondents’ stated answers to questions to determine their hidden motivations, companies are turning to facial coding as a way to measure and analyze response to research stimuli.

Craftsmanship for the '90s

3M tested a number of packaging designs for its line of wood care products to make sure that the packaging would communicate key ideas and the benefits to both novice and experienced woodworkers. The computer-generated designs experimented with different names for the products (such as Safe Strip, Strip Safer) and informational taglines below the product name to explain the product benefits. The main research methods used were eye-tracking and one-on-one interviews.

They watch, you learn

This comparison of eye tracking and click testing details the strengths and weaknesses of each approach and indicates some instances where each is best employed.

The eyes have it

When it came time to tweak a long-running print ad series, Saab used an eye-tracking approach that is designed to allow changes to be made to a campaign during the research process rather than afterward.

Recent Articles

Below are the 5 most recent articles on this topic. These articles were published within the last three years and are only available to registered subscribers.

Trade Talk: A handful of tech-driven market research nuggets

Quirk's Editor Joseph Rydholm recaps his time at the IIR's Technology Driven Market Research Event.

FAQ: neuromarketing research

In the first of a new series of quick-reference guides to current research topics, Quirk’s Editor Joe Rydholm takes a look at neuromarketing research - who’s using it, how and why.

Using neuroscience effectively

In an excerpt from The Branded Mind, a new book on neuroscience research by Erik du Plessis, Millward Brown’s Graham Page offer his firm’s assessments of neuroscience techniques and how to get the most out of them.

A case study using the Heineken “Weasel” commercial

A number of different approaches have emerged for measuring emotional response to advertisements. This article compares and contrasts the results of three different measurement techniques as they were applied to the same 30-second TV spot for Heineken beer.

Eye tracking, product placement and Lady Gaga: What Bad Romance can teach us about embedded branding

Some preliminary conclusions about parameters that lead to product recall can be drawn from an exploratory pilot study using eye-tracking technology to capture attention data over the popular music video Bad Romance by Lady Gaga.

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