NEWS16 August 2012

XM Asia-Pacific launches lab with eye-tracking technology

Asia Pacific Technology

SINGAPORE— XM Asia-Pacific, the JWT-owned digital agency, has launched a consumer experience lab that will use eye-tracking technology to better understand how Asian consumers absorb information from digital ads, websites and traditional media.

XM Asia hopes the lab, which uses Tobii eye-tracking technology, will become a regional centre of excellence for consumer research and human behaviour studies.

The lab will also include a range of heuristic techniques and usability metrics and will support projects in Singapore, Malaysia, Indonesia, Australia, Thailand and Hong Kong.