Actionable Insights using Eye Tracking

Eye-tracking refers to measuring where we look, also known as our point of gaze. These measurements are carried out by an eye tracker that records the position of the eyes and the movements they make.

Eye Tracking Insights in Media Insights Campaigns

As researchers try to study the efficacy of their ads, banners, posters, trailers, episodes, promos, etc., eye tracking enables us to find insights about the Creatives below. 

Exposure time duration: Calculated as the total Time spent on a particular AOI

Average Time to first discovery: Average Time elapsed when the tester first discovers the Area of Interest (AOI) across all the testers meant to measure the noticeability.
Desirable: The Lower, the better.

Percentage People watched: Calculated by the number of people who looked at the AOI vs the total number of testers, meant to measure the pack relevance with respondents.
Desirable: The higher, the better.

Earned Attention/Held Attention: Number of seconds of continuous view held by the AOI meant to measure efficacy.
Desirable: The higher, the better.

Eye Tracking Insights in Shopper Insights Campaigns

As researchers try to study the efficacy of their Pack Design, Product Placement, etc., in Shopper Insights Campaigns, eye tracking enables us to find insights about the product below. 

Exposure time duration: This is the Time taken by the users to spend on a particular position of the product on a planogram and calculated as the total Time spent on a specific AOI.

Average Time to first discovery: Time taken by a user to figure out their first "Area of Interest" across all the testers meant to measure the noticeability. The Lower, the better.

Percentage People watched: Calculated by the number of people who looked at the AOI vs the total number of testers meant to measure the pack relevance with respondents.
Desirable: The higher, the better.

Earned Attention/Held Attention: Number of seconds of continuous view held by the AOI meant to measure efficacy.
Desirable: The higher, the better.

Eye Tracking Insights in UX Insights Campaigns

EntropikTech also supports users to perform UX studies: This Insight is available to test the "User Experience" for a particular website, Image, or a short promo video. The emotions highlighted according to the insights are, 

Exposure time duration: As the process of looking is so automatic, this measure is an attractive tool for qualitative and quantitative research, as it allows researchers to tap into non-conscious processes or AOI governed by our biases and preferences.

Average Time to first discovery: Average Time required by a tester to figure out their own "Area of Interest" in a particular website or picture. This measures attentiveness towards a specific product or area on a website.

Percentage People watched: Calculated by the number of people who looked at the AOI vs the total number of testers meant to measure the pack relevance with respondents.
Desirable: The higher, the better.

Earned Attention/Held Attention: Number of seconds of continuous view held by the AOI meant to measure efficacy.
Desirable: The higher, the better.