Eye tracking

Prof. Sugai has been mentioned eye tracking movement several week ago, however how many of us know that companies like Procter & Gamble Co., Unilever,  PLC and Kimberly-Clark Corp. are combining three-dimensional computer simulations of product designs and store layouts with eye-tracking technology. They are using this kind of technology to have insight about customers’ behavior rather than measuring their attitude only.         

           By measuring the shopper's response to different designs they try to decipher what caught shoppers' attention, the most common starting point and the viewing sequence. They use computer screens outfitted with retina-tracking cameras when testing the newest packaging to find which designs got noticed in the first 10 seconds a shopper looked at a shelf—a crucial window when products are recognized and placed in the shopping cart. Combining these factors helped them select a 'wave' design over a 'splash' design. Thus the technology of eye tracking might not only work with the webpage as I though before, it is used by big companies to winning the competition in designing their products packaging.

            One might be interesting related to our eyes in the “eyes of marketers” is associated with the upcoming gadget from Google namely Google Glasses.  For me, marketers need to know better from the perspective of customers itself, from the eye of customers; how they see the world and how they behave differently with the environment surrounding should be much more interesting.

http://online.wsj.com/article/SB10001424052702303644004577520760230459438.html
http://www.brandchannel.com/home/post/2012/07/17/Eye-Tracking-CPG-071712.aspx