New AdSight tool adds qual to eye tracking
The firm said that an AdSight project can be turned around in six or seven working days, with location fieldwork followed by analysis.
Managing director Iain James (pictured) said: “Eye tracking has been applied in the ad testing market on many occasions. However, it often fails to deliver any meaningful results – just producing heat maps and gaze trails gives you the ‘whats’ but not the ‘whys’.”
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