There is a newcomer in the world of neuromarketing and human behaviour research.
The ability to know where an individual is looking has been sought after for hundreds of years. As the saying goes, the eyes are the windows to the soul. To put it slightly more scientifically, it seems that one of the best ways to discover what’s going on behind someone’s eyes is simply to look into them.
Research into eye movement has been performed scientifically for decades in laboratories across the world. Utilizing eye movement, researchers have investigated topics as diverse as cognition, emotion, and social issues such as stereotypes, as well as both typical and atypical child development.
Nowadays, the recently minted field of neuromarketing has joined the fray, using rigorous scientific methods to study consumer decision-making.
For a long time, however, the apparata required for performing eye tracking research was large and clunky, and required research participants to become immobilized in much the same way as a trip to the optometrist. Research often required expensive laboratories, elaborate in-house methodologies, and serious man power.
However, with newcomer iMotions, a new wave of eye tracking research is upon us.
Image from iMotions.
iMotions is a research technology company headquartered in Copenhagen, Denmark, and Boston MA, USA.
The primary technological innovation provided by iMotions is not only to present new biometric sensors that are sleeker and more unobtrusive than ever before, but also to offer an integrated software platform that allows for live data collection from various different sources. iMotions even supports remote and mobile data collection, allowing for unprecedented access to real data.
With iMotions, researchers are able to integrate information not only from eye movements, but also from other biometric sensors including skin conductance, electroencephalogram (EEG), as well as facial expressions. What this means is that researchers gain the ability to collect data from several different biometric sensors simultaneously using inexpensive and unobtrusive methodologies.
And once a researcher gains the ability to know where an individual is looking and when, as well as some biometric data on how they might be feeling when they look there, they gain a much greater understanding of human behavior, be it for purely academic interests, or for consumer science purposes.
For more information on eye tracking research, check out the following infographic presented by our friends at iMotions. You’ll find information on:
- The amazing features of the human eye
- The process by which eye tracking occurs
- The technical specifications of modern eye trackers
- The best practices to follow in performing eye tracking research