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Lighting up time....
Date: 07/03/2011
What people say they do and what they actually do are often not the same… That’s why Campden BRI has invested in some software to help get to the truth, and work out what consumers really think of a product. Eye tracking systems can enhance traditional consumer research measures and help capture a more complete consumer response to sensory stimuli, says the UK food and drink research centre.
It’s an intriguing concept and one which involves the consumer sitting at a computer, as if using it normally. Low levels of infra-red light are then shone on to the face – and a high-resolution digital camera captures that reflected by their eyes.
Apparently, analysis software determines where each eye was looking at a rate of 50 times per second, to evaluate viewer engagement of an object, image, advert, pack or fixture. The system reports the data in a variety of ways – including ‘heat maps’ which highlight the areas that received most attention.
Wow. Am keen to give that one a go. Just stick me in front of a computer with a Michael Ball screensaver, and watch my eyes light up… (for those who are confused, check out my blog dated 20/05/10).
By the way, the new technology will be on show at next week’s IFE in London. Look forward to seeing you there!
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