Eye Tracking

Also known as: Eye Tracking, Visual Attention, Gaze Analysis, Attention Heatmap

Technology recording where consumers' eyes look to measure visual attention in advertising, packaging, or shelves.

Eye Tracking is a technology that precisely records the eye movements of a person—where they look, for how long, in what order, and what areas they pass over—to measure visual attention to marketing stimuli such as ads, packaging, shelf planograms, or digital interfaces.

In market research, eye tracking is applied in: packaging tests (which packaging elements capture attention first?), shelf studies (how does the shopper visually navigate the shelf?), ad testing (which scenes of a spot generate the most attention?), and website and app evaluation (UX research).

With AI and computational attention models, it is possible to predict visual attention heat maps without physical eye tracking equipment, using only images of the stimulus as input. Tools like EyeQuant or Attention Insight do this quickly and cost-effectively.

Atlantia integrates visual attention analysis in its Packaging Test and Shelf Test studies.