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Knowing what consumers see is a vitalfirst-step to ensuring marketing effectiveness. Eye tracking offers a unique method to objectively measure consumers' attention and spontaneous responses to advertising. Instead of asking people to recall their reactions or describe their cognitive engagement, eye tracking lets you see it, in real time. It minimizes recall errors and the social desirability effect, and reveals information conventional research methods normally miss. Eye tracking gives essential benefits in all areas of advertising; online, print, TV, and out-of-home media. The study highlights the factors that a respondent sees, notices and considers when looking at the ad. The case here though considered of a print ad, it can and is for motion ads also with some detailed aspects taken into consideration. However, since this research is of minuscule proportion we have considered only print ads. This study is a way to introduce people to eye tracking and technology in general for the role it plays bringing fantastic insights into research, information and knowledge.
You can download the entire research paper from the link below:
Author: Dr. Mangesh Kasbekar