Automotive Eye Tracking

Automotive Eye-Tracking: Maximize Visual Communication

In today’s crowded market places, impact of marketing efforts become more and more important as exposure alone means less and less. Marketing researchers have traditionally employed surveys and focus groups to understand consumers’ visceral responses to their ads, packaging, and product design.

Notable limitations of these methods include:

1. The difficulty of interpreting observable responses (such as facial expressions).
2. The unreliability and inconsistency of participants’ self-reported reactions, feelings, and preferences.

Neuromarketing, the Next Frontier

Neuromarketing is opening a new era in marketing research where the art of influencing is enhanced by the use of neuroscience. Neuromarketing allows researchers to replace subjective interpretation of qualitative surveys and focus groups with the science of bio-sensory measurement.

Initial emotions are subconscious and are the precursor to our subsequent thoughts, feelings, and actions when we are exposed to a piece of marketing. To effectively capture emotions experienced, neuromarketing directly measures activity in the brain while participants are exposed to stimuli. These scientifically validated techniques allow for quantitative based research into purchase impact which then allows marketers to make more solid conclusions regarding the potential effectiveness of marketing efforts.

Selling to the Brain

Triggering the right stimuli can translate in sales volume and differentiation in the consumers mind. Some applications are:

1. Product Design
2. In-store
3. Packaging
4. Advertising

Questions? Contact us to discover the design factors that drive emotional engagement and buying behavior.