Eye Tracking Software: How Science Helps You See Through Customer’s Eyes [Infographic]

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50 years ago you didn’t have to catch the consumer’s eye. It was enough to have a superior product.

50 years ago marketing boiled down to not much more than supply and demand or people buying the brands that their parents bought.

But 50 years ago, networks were also just switching over to color TV and the internet was an underground government project.

I think it’s safe to say times have changed! Welcome to the information age.

In today’s complex economy, the companies that are successful selling products are not the oldest, but those with the strongest brand loyalty, and many times not even the companies that have the highest quality products.

Today’s world values data. And for marketing, this often includes neuroscience.

For some, the word “neuromarketing” is taboo, and associated with stale pseudoscientific ploys to deceive the consumer, but this couldn’t be farther from the truth.

Today’s neuromarketing isn’t about trying to trick the consumer using shady subliminal messaging. Rather, today’s neuromarketing is data-backed, consumer neuroscience, or the use of rigorous scientific methods and cutting edge brain research to collect and analyze data on how consumers make decisions.

It’s user testing, if you will, and one of the best new tools in the neuromarketing user testing toolbox is eye tracking.

Eye tracking has not only been an important player in the scientific literature for over a decade, but it has also finally begun to receive respect from news media like Forbes and the New York Times.

It’s now common knowledge that in the new wave of neuromarketing, eye tracking ranks among EEG and MRI as the best methods for collecting consumer data. It also happens to be one of the few methods that doesn’t require a multi-million-dollar machine!

For serious marketers looking to join the 21st century, eye tracking needs to be on the radar screen. For a closer look, check out the following infographic by known eye-tracking innovator iMotions.

Key takeaways from the infographic include:

  • Facts demonstrating the astonishing complexity of the human eye
  • Key words to note on how eye tracking works
  • Information to compare different eye tracking technologies
  • Tips to look into for conducting effective eye tracking research


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