EYE-TRACKING VERSUS WEBTRACKING  Ludovic Depoortere – ROGIL SENSORY & MARKETING RESEARCH
TECHNOLOGY                  120                  HZ             10             HZ
Iris   Pupil                                          Hoornvlies      Voorste oogkamer                      Achterste oogk...
WHY GIVE CONSUMER TASKS ?
CASE VICTORIA SECRET
WEB-TRACKING = RAW GAZE DATA – LARGE ERROR                                          Focus point                           ...
RELATIVE ATTENTION SHOWS WHAT REALLY IS FOCUSED ON               ROGIL HEATMAP (RELATIVE ATTENTION)
READING PATTERN, ONLY WITH HIGH TECH POSSIBLE                                                  1.                         ...
Eyetracking versus webtracking
Eyetracking versus webtracking
Eyetracking versus webtracking
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Eyetracking versus webtracking

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There is a huge difference between eye tracking as performed by Rogil and so-called web tracking. Whereas Rogil eye tracking is a powerful method to objectively measure eye movements with great precision and through the use of highly advanced technology, web tracking is nothing but detecting a person’s gaze direction using a simple webcam.

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Eyetracking versus webtracking

  1. 1. EYE-TRACKING VERSUS WEBTRACKING Ludovic Depoortere – ROGIL SENSORY & MARKETING RESEARCH
  2. 2. TECHNOLOGY 120 HZ 10 HZ
  3. 3. Iris Pupil Hoornvlies Voorste oogkamer Achterste oogkamer Lens Netvlies VaatvliesHarde oogrok Glasachtig lichaam Blinde vlek Optische zenuw Gele vlek & Fovea centralis
  4. 4. WHY GIVE CONSUMER TASKS ?
  5. 5. CASE VICTORIA SECRET
  6. 6. WEB-TRACKING = RAW GAZE DATA – LARGE ERROR Focus point between heads? All faces same intensity ? SOURCE: DE STANDAARD
  7. 7. RELATIVE ATTENTION SHOWS WHAT REALLY IS FOCUSED ON ROGIL HEATMAP (RELATIVE ATTENTION)
  8. 8. READING PATTERN, ONLY WITH HIGH TECH POSSIBLE 1. 10% 2. 9% 22% 3. 2. 1. 11% 64% 8% 2.10

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