The eyes may be the window to the soul but tracking eye movement is a window into the consumer’s mind. It records what attracts their attention, how long they look at it and how they prioritize and study information on a screen or in a live setting.

Eye tracking gathers continuous, real-time respondent reactions, perceptions, opinions and preferences. This data, collected by wearable, binocular tracking glasses, screen-based eye tracking sensors and even mobile devices, provide a true, objective measurement of attention capture, attention span and cognitive engagement.

This information is critical to assessing how a product or message is performing in the moment and predicting how it will perform in the marketplace.

Eye tracking eliminates groupthink and outside biases. It reduces the impact of potential recall-based errors and interference after a stimulus is removed. The data inspire more meaningful discussions and interviews that yield richer qualitative results. And it lets you efficiently evaluate and compare multiple products and ideas, gathering more data in less time.

TVC’s eye tracking devices, methods and powerful software capture actionable data that calculate static and dynamic areas of interest. They visualize data as gaze plots, heat maps and clusters that empower in-depth analysis and customized interpretations, and deliver invaluable insights.

Combined with focus groups, 1-on-1 interviews, screenings and other TVC services, eye tracking can provide a comprehensive understanding of what’s really happening in the consumer’s mind, so you can decide what’s next.