Eye Tracking Online
What is Eye Tracking Online (ETO)?
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As its name implies, it is the most sophisticated tool of Online Visual Tracking, detecting those visual attention points that are attractive to the brain.
Eye Tracking or Visual Tracking Devices
Eye Tracking or Visual Tracking devices are tools that allow you to accurately identify which are the points of greatest attention of a graphic or visual piece.Thanks to the eye tracking method, you can obtain precise information about how striking the visual elements of your advertising piece or product are for consumers, determine the order of priority or relevance, and the specific time with which each of the participants observed a certain element.Eye tracking corresponds to the process of measuring where we look, and this action is known as the point where the gaze is fixed. These measurements are made thanks to an eye tracker, which records the position of the eyes and the movements they make.
Objectives of Eye tracking for your research:
Eye tracking gives us an infinite number of possibilities when it comes to boosting our market research and obtaining powerful insights, then we will see some research for which Eye tracking allows us to perform.
On a Web page
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What was the first thing the consumer saw, and what was the last thing they saw?
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How effective are the "call to action" that I am using, with what immediate was it observed?
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Is my content interesting?
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Does the consumer read my publications or just let them pass
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How long does the user stay on each interface of my website?
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What elements of the page distract the user?
What is a Heat Map?
Eye Tracking technology allows for generating Heat Maps or heat maps that show the greatest focus of visual attention of people, it can also draw pupillometry that serves to identify changes in pupil diameter that in some cases may be associated with the involvement of the limbic system that controls emotions.
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A heat map is an analytical representation image that is used to visualize data obtained by Eye tracking. Thanks to the heat map it is possible to easily observe the ocular behavior that a participant had in front of a stimulus and in this way analyze this behavior.In creating a heat map we use different colors which have been associated with temperatures. This allows having a simple and practical representation to analyze:
What colors does a heat map have?
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Red (for very hot)
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Orange (for moderately hot)
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Yellow (for hot)
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Green (for cold)
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Blue (for very cold).
How to read a heat map?
The use of these colors (Red, orange, yellow, green, blue) and this analogy with temperature allows us to give a precise meaning to these images: The area that appears dark red means that the participant focuses his gaze on that specific part for a longer time than in other areas, since it caught his attention, you are interested, liked, etc. while on the other hand, the blue areas of the Heat map could indicate that they were not seen by the participant during the test.
Benefits of Eye Tracking Online
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High levels of accuracy.Immediate results.
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Own algorithms validated by years through the thousands of advertising pieces tested.
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Elimination of activities that do not add value to the test: schedule sites, agendas, refreshments, displacements of participants, etc.
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24/7 availability: allows participants to enter from the privacy of their home at the most appropriate time.
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Online integration with other tools such as biometric interview (BRI).
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Eye tracking online (ETO), implicit association test (IAT) and Self Report and others.
How to do an Eye tracking Online?
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We upload your Brand's images, videos or URL to the Platform and send a Link to participants.
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We record and analyze the visual behavior of each participant in each AOI.A report is sent with strong Insights that come out of our algorithm: AIOs
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Visual Relevance and compared with our benchmark fed with thousands of pieces evaluated.