Eye Tracking (ET), one of the research methods of Neuromarketing, is a method increasingly used in many research fields, especially in usability tests, customer decision making procedure level researches, problem solving, and psycholinguistics.
Eye tracking has been effective in international research initiatives since mid-1900s. One of the first instances of this study is the reputed and important study of Yarbus. In this study, Yarbus (1967) showed how seriously eye movements are affected by personal intentions in front of a visual instinct, as well as many other results.
In Eye tracking, which is the process of tracking eye movements, the logic lies in the well accordance of the eye’s visual focus and the looker’s cognitive attention. Eye tracking provides quantitative and objective data on what the visual and mental procedures are like. For example, by tracking eye movements of teenagers under 20 while they are surfing on the internet, beneficial information can be gathered about their subjective experiences in different websites. Here, it is possible to track which ads draw how much attention from teenagers, which kind of ads they are interested in, how much time they spare for ads compared to other contents, the number of ads they are interested in compared to other visual fields of interest, place and category of the ads, etc.
These observations are very effective for comprehending the power of marketing and the role of mass media in respect of affecting thoughts, emotions, and behaviors.
Author: Dr. Sinem Eyice Başev