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The eyes don’t lie, marketers way

October 1, 2012

When consumer goods companies want to test new products, they usually select a focus group and ask questions about their preferences. But people involved in these researches tend to please their testers by praising the product more, than they normally would. The bias is costing money, so new technology is now called in.

Marketers have recently developed several computer programmes based on the eye tracking technology. They put new products on supermarket shelves and record which designs get consumer’s attention in the first 10 seconds. The time is not randomly chosen, since it represents a crucial window when products are recognized and placed in the shopping cart. Moreover, with the eye tracking technology they are now able to pinpoint also the best location on the shelf and get honest response on packaging.

For several decades, researchers have been trying to read people’s minds by their eye movements. Current technologies, from tracking involuntary facial expressions to retina cameras now allow them, to accurately evaluate consumer’s thoughts in supermarkets. This is The eyes don’t lie, marketers way.

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From → Zeitgeist

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