Eye-Tracking and Visual Attention Analysis
Sentient’s eye-tracking technology provides insight on which elements in marketing communications draw visual attention.
This not only helps to identify whether specific elements of ads, concepts, or packages attract attention, but also illustrates the dynamics of visual processing that influence decision making, including the communication hierarchy of your messages.
Heat maps reveal the percentage of people who notice each of the key advertisement elements as well as the frequency and duration of gaze on each element.
Sentient Eye-Tracking is Offered at Three Levels
1) Central Location and Lab Testing Environments
Stationary eye-tracking tests are best when precision of consumer visual focus on details of marketing communications is paramount, or when coupling eye-tracking with biometrics or neuromeasures. It is commonly used for advertising testing, package testing, and concept testing.
2) Mobile Testing
Sentient uses mobile eye-tracking glasses to capture shopper gaze in dynamic environments. Mobile eye-tracking is heavy on analysis, but the payoff is unprecedented insight into what is grabbing the attention of consumers and shoppers in-the-moment.
3) Online Testing
The precision of online eye-tracking is naturally inferior to lab testing environments, yet the method holds advantages in global scalability and efficiency. Depending on your business questions, online eye-tracking is often a desirable solution.