“In order to effectively design marketing messages and communication that is guaranteed to catch the attention of customers, marketers are keen on measuring how their attention is engaged, and how they respond. That is where eye tracking comes in.” (study)
Eye tracking has proven to be the most popular and effective way of understanding the gaze behavior of an individual today. It lets you analyze the pattern in which a person is seeing the real-world environment.
Eye tracking is widely used in marketing research methods. Both qualitative and quantitative research outputs can be obtained from it. Advanced algorithms are used to calculate the position of the eye and determine exactly where it is focused. This in return makes it possible to measure and study visual behavior and fine eye movements, by mapping the position of the eye multiple times a second. There are various metrics which provide you with the insights of the gaze pattern. Below mentioned 6 metrics will explain in detail how one can infer the users’ mindset through their gaze pattern.
1. Gaze Plots
Gaze plots or Fixations are two basic keywords you will hear the most from eye tracking researchers. These help in deducing where a user is looking at a given point of time. During the research process when a participant is looking while wearing the eye tracking glasses, his/her eye movement is captured through the camera. These movements, when exported through the eye tracking software, plot the points where the person was looking. These are referred to as “Gaze Plots” or visual attention.
Heatmap is the easiest way to know the overall visual pattern of a person. They show the areas marked in yellow, red and light green color. These colors show wherein a particular image the individual has put more visual attention. As shown in the picture above, the areas where the individual saw the most are marked in red color, whereas the areas where there was comparatively less attention are shown in yellow, and the ones with the least are in green.
3. Area of Interest
These highlighted certain key areas which are of interest for the researcher. They help in getting insights about the particular product or ad, metrics of which are important for the study. For example, in the picture shown above, AOI 1 & AOI 2 depicts two areas which are of interest and the researcher might be interested in particular about the metrics of these two.
4. Dwell Time
This stat gives the duration of the visual attention of a person in a particular area of interest. It helps in inferring about the users’ activity and the amount of time they have spent in an AOI. It shows the interest of a user while gazing, the higher duration means there was something likable or of interest for the user and vice versa.
5. Visit Count
This metric gives insight into how many times a particular area was visited by an individual. The stats are calculated for the given AOI to ascertain how many times the person looked at it out of the total AOIs plotted. In the image above, it shows that an Individual visited AOI 1, 4 times during his entire gaze duration. Higher visits generally implicate that the AOI is attracting the attention of customers even when they are not consciously looking for the products in the AOI.
6. Attention Percentage
Attention percentage shows the total duration or the amount of attention a person has shown towards a particular area in comparison to the others. There might be 4 AOIs plotted on a screen and the researcher or the company wants to know how much attention the user has given to the AOI number 3 in comparison to other AOIs. This helps in understanding the appealing areas and the one where some modifications need to be done as per users feedback.
All of the above-mentioned metrics can be obtained through SmartGaze. Smartgaze, through its AI feature, helps in automated coding which reduces time and saves cost for the project. Smartgaze is compatible with the major eye tracking hardware in the market and provides the insights which help in analyzing the gaze pattern in an accurate manner.
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