NEWS1 November 2010

New AdSight tool adds qual to eye tracking

Technology UK

UK— Eyetracker has launched an ad analysis service that combines eye-tracking technology and qualitative research techniques with the aim of discovering which creative elements are most attention-grabbing and why.

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’.”

@RESEARCH LIVE

0 Comments