eyetracker Introduces Ad Evaluation Solution

In the UK, eye tracking research firm eyetracker has launched a new system to uncover which part of an ad grabbed a viewer's attention, and which elements retained or failed to retain it.

Established in 2002, London-based eyetracker combines both psychological and qualitative research techniques with advanced data analysis models, to provide information on consumers' response to ads and the reason for their response.

Its new AdSight solution has been developed to identify how much of a piece of ad copy is being read, which parts of the visual are being looked at, and the degree to which the branding is noticed.

AdSight can be turned round in 6-7 working days, with central location fieldwork taking place on the 4th or 5th day followed by a full analysis conducted by advertising planner and research specialists. Analysis includes heat maps, gaze trails, and detailed qualitative insights.

'Eyetracking often fails to deliver any meaningful results, so AdSight has been developed to help advertisers get the best out of their advertising spend,' states MD Iain Janes. 'We have also applied the principles developed for AdSight to packaging research, and over the coming months will be rolling out the equivalent service, PackSight, for the shopper market.'

Web site: www.eyetracker.co.uk .

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.

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