Eye tracking

An authentic look at spontaneous choices

Eye tracking is a technology that allows to acquire, register and analyse the eye movements.

Ocular movements are important because they are a direct index of how we distribute our attention, of how we select and process information, of what we ignore, basically, of how we relate to reality surrounding us.

In the sector of marketing and usability research, the use of eye tracking provides a unique point of view on the experience and perception of users.

By registering visual and exploratory behaviours of users, the eye tracking provides objective and operational insights based on spontaneous behaviours, which the users are not fully aware of.

Eye tracking is a method to asses objectively the attention of the end user and his/her spontaneous answers to marketing communications in their various forms.

Package
Impact

Communication Value to Consumers

Improve the attractiveness of your packaging and make it a persuasive and informative touchpoint for your target end users. Choose what to communicate and the importance to give to the key elements.

IDEAL TO: Check the recognisability of the current design and test alternative proposals of packaging redesign.
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Who is more visible and easily found wins on the shelf: increase the distinctiveness of your product and take advantage on your competitors. Find out what layout is the most effective and what are the common logic of category.

IDEAL TO: Optimize the performance of a product in a competitive environment, like the shelf.
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In Shelf
Visibility

Stand Out at the Shelf

Visual
Copy Test

Grab the Attention

The immediacy and engagement are the strengths of a successful communication. Assess your advertisements and correct the inconsistent aspects with your strategy.

IDEAL TO: Design an impactful and effective advertising communication.

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Standing out from the context is the first step to increase the rate of conversion: choose the design, positioning and format that most enhance your advertisements.

IDEAL TO: Redefine and maximize the logic of positioning of paper and online advertising.
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AD
Placement

Put Your Ad in Places that Generate Results

Emotional
Analytics

Measuring the unfiltered emotional responses

The emotions perform an essential role in the purchase decisions and in determining the Brand Affinity. Including in a specific way the reactions of your target, allows you to choose where to focus your message and what to avoid.

IDEAL TO: Understanding which are the most effective contents for your target; increasing the engagement.
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Improve the look & feel of your webpage. Check what elements are paid attention and which are ignored. Communicate your values and your image in a clear and immediate way.

IDEAL TO: Redesigning your webpage in a consistent way with the message that you want to communicate.
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Web Page
Impact

Optimize Web Page Appeal

Banner
Test

Put your Banners in Places that Generate Results

Assessment of visibility is sometimes an explanation for click through and conversion rates: check the positioning and size of your advertising banners within the web page.

IDEAL TO: Redefine and maximize the logic behind the positioning of your online advertising.
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