An eye tracking study on advertising effectiveness
The British media agency Limited space partnered with Tobii Pro’s Research Consultancy Tobii Pro Insight to conduct an eye-tracking study amongst retail destination visitors, aiming to gain a better understanding of the behaviour of their audiences and to evaluate the impact and effectiveness of different advertising formats in the retail space.
Eye tracking allows you to see things from the perspective of consumers. Whether you’re examining product placement, packaging design, advertising, or user experience, eye tracking accurately reveals what grabs attention, what influences purchase behavior, and how consumers engage with your product. This information helps your business become truly customer-centric.
Understand what influences shopper behavior both online and in-store. Eye tracking reveals deep insights into what captures attention and drives decision making in the purchase process. Use these insights to tailor your path to purchase and increase conversions in a more effective way.
See how you can optimize existing or new designs to perform better at the shelf. Eye tracking helps you evaluate the impact of your branding and design choices and compare them to your competitors’. This insight allows you to attract attention and entice buyers to select your product over another.
Make your advertising more influential by understanding if it captures attention and creates engagement. Eye tracking reveals the true performance of your advertising material by showing you exactly how consumers view it and what elements are most effective in achieving the desired outcome.
Design products and services that customers want to use. Eye tracking lets you see how users engage with your website, interface, or product in more detail than any other method can. This gives you the knowledge you need to optimize design features and functionality.
Unilever optimizes product packaging
See how Unilever used eye tracking to better understand how customers engage with product packaging in-store. The global FMCG company chose eye tracking because it provides more detail on consumer behavior than traditional testing methods.
Read the case
Would you like to find out how eye tracking insights can benefit your business?
Your local research advisor is waiting to help you.
"We use eye tracking because it brings insights you may never have thought about."
Jeroen van der Kallen
Customer Insight and Innovation Manager Europe, Unilever
"By tracking a potential customer’s point of gaze, we were able to measure aspects of the decision-making process in a way that has never been done before."
Jonas Yden
Head of Insight & Innovation, Carlsberg Group
"Eye tracking is more than just another research tool; it has enabled us to gather more insights about commercial content than any other traditional methodology."
Catalina Mejia
CEO, Yan Haas SA
Running your first eye tracking study is an exciting research milestone. We spoke with Nicole Fink of King’s Hawaiian in Los Angeles, CA about their first eye tracking study on consumer attention to new and existing package designs.
Eye tracking and UX testing: when, how, and if you should use it
Eye tracking isn’t for every UX question, but for those it answers, it does so in a way no other method can. A great user experience is no longer a nice-to-have, it’s an expectation from customers.
Eye tracking study: Success factors in crisis messaging
In troubled times, brands can struggle to get their messages across. Tobii Pro Insight performed a remote eye tracking study to test different tactics that e-commerce platforms, travel brands and consumer brands have used during the COVID-19 crisis to reach their customers and influence consumer intent, in order to identify success factors that marketeers and communication professionals can learn from.
