Today’s advertisers face intense media competition, and need to know the likelihood of their mobile, online and offline communications being noticed and understood.
Traditional pre-testing relies on recall (actual or modelled) and claimed communication. Eye tracking, however, measures what people actually look at and how each communication is ‘read’ (e.g. is it logical suggesting the navigation is working well, or confused in which case it probably isn’t?). Only eye tracking can accurately measure attention paid as only eye tracking measures subconscious as well as conscious attention.
While we use eye tracking to measure attention paid, we use qualitative interviews (conducted by a communications research expert) to explore why.
Stand alone or fully integrated Our services can be provided as an individual study or easily integrated into other market research to complement the work and provide a greater degree of understanding.