Eye Tracking research uses infra-red light to monitor the movement of consumers' eyes, while they are exposed to marketing communications. The light is projected into their eyes and the corneal reflection is captured using a camera:

Data is captured electronically in real-time   Eye movements are recorded 60 times per second, ensuring high accuracy   No cumbersome headsets are used, so stimuli are viewed naturally   The system is fully portable, allowing set-up at any interview location

Tests are usually conducted in the competitive context so that the performance of your marketing communicating can be measured verses your direct competitors.

Eye-Tracking is the first step in an extensive, customized interviewing procedure that captures all the information needed to optimize the marketing communications being developed. This would include shelf testing, package testing, website testing and TV commercial testing.

Typically this procedure also includes questioning to establish the recall and comprehension of key messages, as well as attitudinal measures such brand imagery/perceptions and purchase intent.

The value of the insights provided by these more conventional approaches is greatly enhanced by combining with the behavioral measures generated by Eye-Tracking research.

State-of-the-art technology for state-of-the-art insight