Getting Into the Consumer's Head With Eye-Tracking Technology
Research shows that market research can be unreliable. In focus groups and other testing situations, it’s not uncommon for consumers to try and make the administrators happy by responding in ways that aren’t entirely true. To get around that, more companies are trying to get directly into customers’ heads.
Kimberly-Clark, for instance, used a retina-tracking computer system to test the package redesign for one of its brands.
EyeTrackShop is a company that provides just this sort of hi-tech research, having done so for clients like Procter & Gamble and Google.
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