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Even though it is known by now that the consumer’s decision-making process is largely unconscious, we still tend to ask shoppers what they would or wouldn’t do. In other words, we appeal to reason. That is not necessarily wrong. We researchers do, however, need to aspire to reality-driven research that incorporates objective data and supplements quantitative and qualitative research. One of those objective measurement methods is eye tracking.
Rogil’s eye-tracking research is among the world’s most advanced. Using the best tools available by Tobii, we determine eye movement and eye fixation patterns in order to establish what features of an advertisement or packaging attract consumer attention. Eye tracking as a behavioural measurement tool enables a more complete understanding of attraction, comprehension and consumer behaviour in all areas of advertising.