Stockholm, Sweden-based MRC International, an online survey tool provider, in conjunction with Tobii Technology, has developed what it says is the world's first online eye tracking solution, EyeTrackShop, to utilize webcams for advertising and market research studies, and has recently expanded into the U.
What this means for U. The studies measure consumers' visual responses to print, TV and Internet ads, as well as packaging. Currently studies are being conducted for Clorox to test the packaging of a new product, and a major magazine publisher to measure consumer responses to determine which covers to print. Below are the visual findings of a recent online study conducted by MRC in which more than participants, spanning four countries, measured different online advertisements.
Results are generally delivered, depending on the size of the study, within 48 hours, according to Bander. After the eye tracking test, a questionnaire is administered for the user to rate their emotional responses to the products, levels of brand recognition and likelihood of buying the product, among other metrics. Before expanding into the U. Tobii Technology, also based in Stockholm, is a manufacturer of hardware and software solutions for eye tracking and eye control.
The company developed the eye tracking technology more than 10 years ago to offer people with speech and language disabilities the ability to communicate through a computer. Bander said he likes to tell the story that was shared with him upon joining MRC about a woman who was paralyzed in a car accident and was unable to communicate with her family. Her family members would take turns visiting her in the hospital, and after about six months, the family got in touch with Tobii to set up a computer with the eye tracking software.
Once installed, the system tracked her eye movements and translated what she wanted to say to her family through a computerized voice. I love you all, but I need some private time,'" Bander said. Bander said Tobii eventually realized that the technology could also be used for market research.
