Communication Tests with Eye Tracking
This approach uses two complementary techniques: the Qualitative test with Eye Tracking and Qualitative Exploration.
The first technique is based on a device that allows a user's eye movements to be followed in real time (non-intrusive system), gauging the cognitive and unconscious processes that lead them to visualize a piece of communication in a certain way. Eye Tracking lets us gauge how rigorous the visual components are that generate most impact and identify any communication hooks - we gather information about what was seen, the visualization pattern and the time/attention paid to each thing. The qualitative exploration aims to improve the impact of the communication and gather the perceptions regarding the appeal, decoded messages and understood target among other aspects.
The analysis of the qualitative interviews along with the series of indicators that provide greater accuracy to the information that is gathered - the result report contains, among other outputs, a Heat Map (areas that capture most visual attention) a Gaze opacity (the inverted Heat Map, in other words, what was left out), a Gaze Plot (the visual route taken by the eyes between stares, that allow us to assess navigation patterns), a Gaze Replay (visual route in real time made by each participant) as well as a series of other metrics.
In-Store with Mobile Eye Tracking
The use of Mobile Eye Tracking lets us conduct an extensive assessment of the point of sale, providing useful information to manage the categories and plan the in-store communication strategy.
Using glasses that capture eye movements, it is possible to follow the user's eye movements in real time and gauge the impact of the packaging, a specific communication in the POS or the price. Furthermore, information is gathered about how the shelves are viewed, identifying the areas of greater focus and potentially the most interesting places to put a product.