Eye MovementsThe study of Eye Movements is a scientific process of measuring and recording various movements of the eye and movements within the eye (such as pupillary dilation). It is used for marketing purposes and other purposes. The other purposes include the efficient design of automobiles, airplanes, and software; psychological research; and education. The marketing purposes include: determining the best design of an ad and the best place for it on the printed page or web page; the design of web pages and television commercials; the design of retail displays; and the design of products and product packaging.
How You Do ItUnless your company is large and very sophisticated, you hire a firm that specializes in this kind of research. You tell the firm what you want to find out. The firm designs tests that will give you the information you want. You assemble the participants. The firm conducts the tests and delivers the results to you.StrengthsThis method can tell you things you may not be able to learn from other methods (for example, interviews). Because it records responses so precisely, this method overcomes the problems of subjectivity and faulty memory that plague interviews, polls, and other forms of self-reporting.You can learn what customers will look at, what interests them, what confuses them, and more. It can help you design more effective ads, web pages, packaging, and retail displays. This is a navigational method. It can help you navigate toward higher profitability. However it cannot measure profitability; for that, you need evaluative tools. WeaknessesIt can be complicated and expensive; it may involve long lead times.Return from Eye Movements to Measuring What They Thought
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