Eyetrackshop is a new innovative approach to traditional
market research. It has developed the world’s first webcam-based eye tracking
technology that enables companies to know exactly where respondents are looking
at their ad, design or website. Not only does this new approach greatly assess
consumer behavior, it also does it in cost effective way and reaches a large number
of users worldwide using webcams and computers.
Using a technology called Real CPM, EyeTrackShop aims to
increase the efficiency of such display designs by providing companies
information and details on where consumer’s eyes go. Real CPM works by tracking
test subjects through their webcams. They firstly calibrate their eyes to their
own program and then display the content being tested on the screen. Eye
movements are recorded on a heat map and a small follow up survey is compiled.
With this new interactive information, companies have more insights on what is visually
preferred and how some variables, like image placement, can be reorganized for
maximum benefit.
This new powerful and unique tool can have many applications
and can explore consumer’s behaviors more accurately towards a new visual product.
After all, as eyetrackshop website says: “eyes don’t lie”.
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