Video: How Brands Can Use Eye-Tracking Technology to Overcome Blind Spots

2 reporters walked the SXSW floor wearing the gear

Video: John Tejada, Editor: Breana Mallamaci

It’s not always easy to pinpoint what type of content resonates with consumers—especially if you’re the one creating it. That’s where Nielsen consumer neuroscience comes in: With its eye-tracking technology and biometric devices, the company can actually capture sensory information of what a person finds interesting.

@laurenjohnson Lauren Johnson is a senior technology editor for Adweek, where she specializes in covering mobile, social platforms and emerging tech.
@itstheannmarie Ann-Marie Alcántara is a tech reporter for Adweek, focusing on direct-to-consumer brands and ecommerce.