Eye Tracking is a technology that allows you to understand what a person is really looking at while watching advertising, viewing design layouts, browsing a website, etc. It is the most objective method to measure consumers' attention.
With eye tracking you can easily test:
- Video materials
- Live websites (UX/UI)
- Images (print ads, online banners, etc.)
- Packages/product concept
- Product shelf placement
At CoolTool platform, eye tracking technology (as well as other neuromarketing technologies) is fully integrated with our surveys engine. It allows you to cross-analyze consumers' explicit responses with their nonconscious reactions and get the most reliable insights. It is all fully automated.
You can run eye tracking studies using a special device (infrared eye tracker) or via a standard webcam. The accuracy of the webcam-based eye tracking results depends on the webcam resolution.
- Online tool
- Works with standard webcams
- For everyday research
- Access to online panels
- Professional equipment
- Highest accuracy
- For research in the lab
- Integrated with all neuromarketing tools
- Works with a webcam / eye tracker
- Integrates with online surveys
- High accuracy
- Automated reporting
- Understandable visualizations
- Online panels / your own participants
Marketers make a lot of effort to capture their consumers’ attention. It’s vital for marketing success to know which parts of the communication process consumers focus on and which parts they ignore. Eye tracking can objectively answer these questions using vivid visualizations.
Heatmap video
Gaze plot
Opacity map
Bee swarm video
Area of interest (AOI)
Fixation count
See how CoolTool can help you