Your target audience lives in a very noisy world. Attracting their attention is hard.
Qualitative research is fantastic for lots of things, but not for measuring impact.
Quantitative research can ask recall and recognition, but the former measures only high involvement processing, and the latter only conscious recognition.
Mouse tracking measures conscious hand movements but not subconscious eye movements (and the difference between the two is vast).
Only eye tracking accurately measures both the attention they’re aware of paying and the attention they’re not aware of paying. So, working with eyetracker™, we’ve developed a range of tools to measure real attention.
When Sainsbury’s Finance applied our recommendations to one of their mailers, the response rate increased by over 30%. And when Liberty did the same, response increased by between 5% and 60% (varying by mailing).
We've also used eye tracking to maximise response to packaging, websites, apps, POS and print advertising.
For more information about eyetracker™ click here