The use of eye-tracking and facial coding to analyse and measure a participant's response to advertising, websites and creative content.
What methodologies do we offer?
The below methods can be used individually or together to gather a range of insights; as well as coupled with traditional research techniques to provide a holistic view of a consumer’s decision-making process…
Sensor technology is used to record and measure a participant's eye-gaze. This reveals which components the eye is drawn to, in which order and for how long.
At the same time, it reveals those elements that the eye either misses or ignores.
Eye-tracking may be followed by a small, qualitative research exercise that uses the eye-tracking data to investigate precisely what respondents were actually thinking at each gaze point – and why.
This research approach provides highly detailed feedback with which to maximise the impact of advertising, websites and packaging.
Adverts make connections in the brain which, in turn, cause physical changes in human expression. Some of these changes are barely noticeable, yet if they can be captured and analysed they can reveal a lot about a consumer’s response to an advert, as well as the changes that need to be made to maximise engagement and impact.
Used in conjunction with webcams, facial coding software enables the consumer’s journey through the advert to be captured.
This, in turn, enables us to answer important questions about the advert and what can be done to further improve its effectiveness:
How well does the advert succeed in being engaging throughout?
Does the advert succeed in evoking the right emotions, with the right degree of intensity in the right places?
Where does the advert underwhelm, or fail to deliver sufficient and appropriate emotional resonance?
Why should it be considered?
Consumers make decisions both consciously and sub-consciously. In fact, some studies suggest up to 90% of our decisions are made sub-consciously – and this can be hard to measure.
Advances in neuroscience research techniques now mean we can obtain this sub-conscious decision-making information and use it to our benefit. Techniques such as eye-tracking and facial coding mean we can supplement conscious decision-making data with sub-conscious data.
These tools enable our researchers to capture, attribute and measure even the smallest, sub-conscious changes in gaze direction or facial expression that occur when the respondent is reviewing marketing material.
The results enable marketers to address the issues that could otherwise act as barriers at a sub-conscious level, along with any more obvious, conscious barriers.
See how these approaches can be used to undertake different forms of research ->
Please get in touch with a member of the team to discuss your requirements.