How can advertisements, packaging, web pages be optimized… to make sure essential messages are well-received by their target? How can weak points be tracked down, and how can what works and what doesn’t be seen? What if you discovered eye-tracking? This technique was presented by Qualiwell during a breakfast organised last July 1st. Here is an overview.
Qualiwell, a service provider specialized in cosmetic consulting, training and audits, started a cycle of regulatory and marketing meetings last July 1 st . On the day’s agenda: the discovery of eye-tracking, presented right away as a new asset for marketing and research.
Eye-tracking is a set of techniques that measure and record the eye movement.
Historically, the tool using this technique was invented to improve the life conditions of persons with a motor disability, by facilitating interactions with their environment: with a simple eye movement, it enables them to direct a wheelchair, use a computer or tablet… only by “tapping out” with their eyes.
Eye-tracking is actually a means to implement a Man-Machine Interface, which proves particularly useful in situations where both our hands and our voice cannot be used, or to capture emotions and analyse human behaviour.
It also represents the interface of tomorrow, which can be used for applications in many a field:
• accessibility and autonomy of handicapped persons,
• research: the technique analyses human behaviour and vision, and thus can be used in cognitive psychology or ophthalmology applications,
• marketing and commercial studies: to assess the impact of packaging, advertisements, websites, product claims, logos… , …
