24 March 2016 Christian Caldato

Eye Tracking: information has value when viewed

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Look at this picture, and try to realize what you are doing, more or less voluntarily.

eye tracking 2

Your attention is captured, visually, by the different component. It is likely that you found yourself staring at the black ball. In the artificially created context, your attention was catalyzed by a stimulus.

That there are components that attract attention more than others is an awareness that man has had for some time. The point is: how many and which ones? From a practical point of view the question could be: in how many have noticed that in the lower left there is a circle that is not completed? And why, despite being different, hasn’t it tickled our attention enough?

What stimulates our attention? Watch the first image! #eyetracking #neuromarketing

In laboratory contexts, recreating this phenomenon is rather simple, but in everyday life we are constantly overloaded with stimuli. It is not enough to put a bright color, because we are surrounded by other similar colors. It is not enough to change our form, if everyone around them changes theirs.

Our brain is constantly looking for ways to simplify. This automatic selection is a method that we constantly apply to all the schemes of our reality. And then in a site, in an advertisement, how do we know if we can really get the attention focused on what interests us? Can we get the message through, or are we just one of those fuzzy dots?

The simplest and most effective way to evaluate and measure this dimension is called eye tracker. It is an instrument, fixed or portable, which allows to track the movements of the eye in an extremely accurate way, to understand where it is laying, where it works, and where there is the possibility of memorization. On average, one eye changes direction five times per second. During the displacements (saccades) the brain is not able to process the information. These come processed during fixations (duration 200-250 milliseconds).

With the #eyetracking you can monitor the gazes to understand where attention stops.

If we had the chance to monitor your pupils for a second, your track could look on average like this:

eye tracking 1

By analyzing the data, and integrating information, over time and between people, we can identify hot areas represented by a heatmap, or those stimuli that with higher probability, due to their characteristics, will be noticed more easily. These analyzes are carried out daily in TSW Experience Lab to assess the quality of a website.
Below here we have an example:

Eye tracker - heat map_short

But what happens if you shift your attention, from the digital world to the real world? Today it is possible to understand how our eye behaves in its natural environment. Technological development, associated with ongoing research, allows us to understand ever more deeply the dynamics that surround us, opening up infinite possible areas of application. A special pair of glasses is enough. Here’s what we can do, for example:

  • We can understand in aHospital if the communication of the various departments is sufficient to channel people’s traffic.
  • We can understand ifin a street with a high number of accidents, you can change the signs, placing them in places that are more easily identifiable.
  • We can understand, within ashopping mall, how to strengthen the areas that are notoriously less subject to the passage of customers.

 

The gaze constitutes our main compass. If we know where people look, we can afford to communicate with them, because, of course, information has value only if it is seen.

Information has value only if it is seen: discover as in #TSWXPLab #neuromarketing

And now that you understand how it works, please enjoy this video:

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