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Eye tracking systems

What people say they do and what they actually do, are often not the same. So we have invested in the latest software to help work out what consumers really think of a product. Eye tracking systems can enhance traditional consumer research measures and help capture a more complete consumer response to sensory stimuli.

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Transcript

What do consumers really think?


What people say they do and what they actually do are often not the same, so we have invested in the latest software to help get to the truth, to help work out what consumers really think of a product. Eye tracking systems can enhance traditional consumer research methods and help capture a more complete consumer response to sensory stimuli.


How does it work?


The consumer sits at a computer screen alongside a moderator and uses it in the normal way. Meanwhile, low levels of infrared light are shown on to their face and a high-resolution digital camera captures that reflected by their eyes. Analysis software determines where each eye was looking, at the rate of 50 times per second, it evaluates viewer engagement with an object, image, advert, pack or fixture. The system reports the data in a variety of ways including heat maps which highlight the areas that received most attention.


Eye tracking can be used to explore what shoppers see and will help to understand the drivers behind their buying behaviour and store navigation. Using eye-tracking we can examine point of sale, pack design and product positioning. The eye tracking software complements our long-standing expertise in consumer studies, assessing what people think of individual products or issues such as packaging, additives and organic production systems. For example, we currently undertake consumer trials for a wide range of retailer own brand products, making use of our state-of-the-art preparation kitchen and assessment rooms. If you'd like to discuss your eye tracking requirements in more detail please do not hesitate to contact us.