Eye Tracking Analysis: Application in a Case Study of a Fast Moving Consumer Goods Product
Emma Lógó, Eszter Józsa, Balázs Péter Hámornik · 2010
The usage of eye gaze tracking is a new and fast developing field of marketing research. Our case study is considering the effectiveness of point of sale outplacements, and the shelf appliances of a specific men’s cosmetic product. We invited a total of 50 male Hungarian subjects ranging in age from 18 to 24 to participate in the study. Areas of interest (AOI) and fixation duration have been recorded with Tobii X 120 eye tracker. For the purpose of the analysis iMotions’ Attention Tool 3.0 software was applied. The eye tracking data have been combined pre- and post interviews in order to analyze consumer behavior and identify outplacement and shelf appliance design. Author Keywords