Eye-Tracking Launch in Australia

Australian MR firm Colmar Brunton has signed an agreement with Perception Research Services (PRS) in the US, allowing it to use PRS eye-tracking technology with clients across Australia. The technology observes the eye's movement as it scans ads or web sites - objectively measuring what is truly 'eye-catching'.

The technology, which is being introduced to clients across Australia in the next month, is commonly used in developing packaging, print ads, and web sites. It can provide data on a range of indicators, including viewing flows, the length of time that specific areas are viewed, brand imagery, attitudes, and propensity to buy.

The use of similar technology, developed by US agency MediaAnalyzer, in academic research on the brain was covered in DRNO in September (www.mrweb.com/drno/news4518.htm ).

Long-term international users of the PRS technology include IBM, Unilever, Pfizer, General Mills, Procter & Gamble, Wrigley, Visa, General Motors, Marriott, and Johnson & Johnson. PRS conducts around 500 custom studies annually.

More details are online at www.cbr.com.au/PRS_eyetracking/.

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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