Eye tracking determines the efficiency of digital signage

From experimental studies a correlation has been found between seeing (gazing at) a product and product evaluation (as well as choice). The Morigucki Takeshi Laboratory at Waseda University explored this phenomenon with eye tracking using in store signage, finding the key to point of sale promotion for novel product groups.

Background

Eye tracking to measure visual attention to digital signage

Tools and methods

Eye tracking data showed differences in gaze time