Eye Tracking Omnibus Launched

Specialist research firm eyetracker has announced a deal with Royal Mail's Mail Media Centre to create what it calls 'Europe's first omnibus eye tracking research service for the Direct Mail industry'.

The move follows a recent study of how customers interacted with their mail, which the partners say 'provided significant insights for addressed and unaddressed mail, as well as door drops and catalogue pages'. They will now offer customers subscriptions to a monthly omnibus service to help them fine tune their DM activity. Results for subscribers' own materials will be compared with normative data and recommendations supplied.

The service will run monthly, initially from the Mail Media Centre in Holborn, London, but the partners plan to roll out it to UK regions. Clients will be charged per item submitted for testing.

eyetracker was established in 2002 and uses both mobile / real world and static / screen-based approaches, combining psychological and qual research techniques with advanced data analysis models to track where customers look and measure their levels of cognitive engagement. Its new partner is positioned as a central source of intelligence and innovation for the direct mail industry.

eyetracker MD Iain Janes comments: 'Eye tracking has become widely accepted as a valuable research tool, however running one-off bespoke studies can be relatively expensive. By working closely with Mail Media Centre we have been able to develop a service where the fixed costs are spread over a number of clients. As a result of these economies of scale, we are now able to offer a much more cost effective way of running a study.'

Web sites: www.eyetracker.co.uk and www.mmc.co.uk .

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

• eyetracker
• All news