Eye Tracker

Eye Tracker is an innovative device designed to measure the impact of advertising or other printed media (such as journal pages or creative concepts for ad testing projects, detail aids or device prototypes).

The technique involves the respondent, whether they be a patient or healthcare professional, looking at a computer screen with an inbuilt camera which tracks every eye movement. Eye Tracker measures which elements attract attention first, the subsequent trail of 'look-points' and how long each element holds attention. In addition it measures how long respondents look at your material versus your competitors' material.

Combined with an interview it is possible to measure the impact of your advertising versus competition, and on the basis of an objective measure, direct how to change and optimise advertising material.

If you would like to know more about Eye Tracker, please complete our enquiry form