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CURRENT EVENTS REPORT - EYE TRACKING TECHNOLOGY

Current Events Report - Eye Tracking Technology

We live in a modern world where there is an abundance of information that we can refer to as an information overload. Information overload or sometimes-called “infobesity” refers to our inability to absorb and process all the information to which we are exposed. To fully demonstrate the amount of information we are exposed to every day let’s take a look at the capacity of content that was produced in 2012 every single minute:

· 72 hours of video posts

· 347 blog posts

· 700 000 Facebook entries

· 30 000 tweets

· 2 million-mails sent

· 12 million text messages

The main question that every company should ask itself is “How can I get my information through to my main customer by all that massive content?”. Modern marketing geniuses every day are developing new marketing campaigns and strategies that could eventually stimulate more consumption and therefore generate more sales revenues for their businesses. But every successful marketing campaign needs to start from a high quality research that will reveal how customers think and more importantly how they notice certain information. This research phase can be highly supported by an interesting technology called Eye Tracking.

Eye Tracking Technology is based on tracking the eye pupil movements and therefore measuring how long and by what order a potential customer perceives a certain information through different medias like press, web, TV or outdoor. Thanks to Eye Tracking, companies can measure how potential customers perceive certain information by analyzing how long are they observing something, what is the sequence of their observation and also what is the speed of observation they are at that moment involved in.

To put it in a more practical use, with Eye Tracking Technology companies can actually test what kind of promotional ad’s will potential customers notice the fastest and more importantly focus the longest. This kind of factors could actually bring a competitive advantage to a company in assuring that above all that information overload their information will be noticed and therefor put into a good use.

So how does Eye Tracking actually work? The technology itself is based on a pair of glasses that contain a special camera with an infra-red light. This tiny camera actually manages to record the infra-red light that reflects of the eye’s cornea or disappears into the pupil. By analyzing this infra-red light patterns it is possible to effectively figure out where the eye is pointing to a certain period of time. Connecting the glasses to a computer a report can be created that clearly shows where and how long were the eyes looking at.

For instance we can provide a person to look at a newspaper page filled with articles and ads and record where and how long were the eyes focused on. Thanks to Eye Tracking Technology this report can be used in the Marketing Industry to plan the future promotional campaigns in a much more efficient way that will assure that the information is noticed and captured by potential customers. Another useful way of utilizing the Eye Tracking Technology is the FMCG (Fast Moving Consumer Good) Industry where it is possible to determine what is the most attractive product packaging and what is the best way to position a product on a shop shelf. This can easily be achieved by using the Eye Tracking glasses to look at a shelf filled with products in a shop and see where the eyes devote the most attention.


In a todays high pace business environment it is extremely difficult to differentiate a business idea and communicate it to the target customers. Knowing the demographics and behavior of your customers is no longer enough. The human brain remains as one of the most unexplored parts of the human body that holds many mysteries on how people think. Eye Tracking Technology doesn’t reveal the secret of the brain but it is a useful tool that help companies better understand what is more diverting and interesting to our eyes which are connected to our main thinking organ. With this unique technology it is possible to go beyond and explore more about how customers perceive information. Knowing what they perceive and how they memorize it is the key in overcoming the information overload.

Filip Guscic

Articles used:

http://www.economist.com/news/technology-quarterly/21567195-computer-interfaces-ability-determine-location-persons-gaze

http://www.wnd.com/2013/01/information-overload-making-your-head-explode/

http://medianet.hr/en/services/eye-tracking-technology


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