Research Topics:

Advertising Research | Eye Tracking | Package Development Research | Packaging Testing

Content Type:

Glossary

Eye tracking Definition

A system which records the movement of a viewer's eye as he or she views material in an effort to capture the strength of attention that an advertisement, display or Web page creates.

Eye tracking records the movement of a viewer's eye as he or she views materials like advertisements, websites and product packaging. This is an effort to capture the strength of attention that an advertisement, display or web page creates. This measure helps analyze where individuals direct their gaze, how long they look at print elements or packaging and the order in which they view various parts of the material. This data provides insights into visual attention and engagement. An objective way to understand visual engagement, eye tracking eliminates the guesswork in what draws attention and what doesn't. This data-driven measure enables market professionals to make decisions about design elements.

Who relies on eye tracking?

Marketing professionals, advertisers and user experience designers use eye tracking to learn about where people look, what attracts their attention and what they ignore. Insights can be used to optimize designs, layouts and content placement to create more effective campaigns, websites and products that capture and retain customer attention.

Why should I care about eye tracking?

Eye tracking offers insights into consumer behavior and preferences by tracking what marketing materials catch people's attention and what's being overlooked. Insights can be used to develop strategies that better align products and services with the target audience.