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When the Eye Wanders, We Can Tell You Why: Our Guide to Eye Tracking

--> 11 Apr

When the eye wanders, a skilled eye tracking technician can tell you why. Eye tracking is the technique of following a subject’s visual gaze, and discovering what attracts the eye in certain directions. Eye tracking provides helpful clues to the optimum design of everything from a simple printed page to a vast department store layout; […]

Neuromarketing- The Way of the Future

--> 04 Apr

  A common, popular conception of market research consists of women trying on lipstick in a small room with a two-way mirror, a la Mad Men. It’s amazing to think that in ten years this image may be drastically altered, most likely replaced by one of people browsing grocery store aisles with an EEG band […]

The Bleeding-Edge Technology in Package Testing Today

--> 28 Mar

  I remember receiving gifts as a child and animalistically ripping open carefully wrapped boxes to get at the contents inside. Honestly, I suppose I still do the same today on occasion. Although some thought has certainly gone into the wrapping of these gifts, often the packaging went—and still goes—unappreciated. The same can be said […]

How Does Virtual Reality Improve Insights from Market Research?

--> 21 Mar

Virtual reality – Regardless of age, to some the idea may seem fantastical, vague, perhaps belonging only to science fiction. To others, virtual reality is a logical technological next step, or past step, actually, as it’s been in use in various forms for quite some time now. With regards to marketing research, although virtual reality […]

Webcam Eye Tracking Exposed

--> 14 Mar

You know the old saying: something that sounds too good to be true…is. Webcam eye tracking has been touted as a sort of redeemer: you don’t have to pay those ugly meanies at Tobii, SMI, ASL, etc. those exorbitant prices to track the eye with expensive cameras, extra infrared lighting, fancy monitors, and elaborate software.  […]

Brief Overview of Eyetracking Technology

--> 07 Mar

Eye tracking technology has evolved rapidly over the past dozen or so years so that studies employing eye tracking within a true 3D VR environment have become a reality.  Surprisingly, many eyetracking studies still employ first generation technology.  Here’s a brief review of how eyetracking has evolved: First generation – simple eye tracking using a […]

Eye Tracking Study Reveals Different Shopping Styles

--> 28 Feb

Eye tracking technology has evolved to the point that even different types of shopping styles have now been identified. The eye track gaze of respondents in a recent study was submitted to sequential pattern analysis; the same type of computer analysis done to map the human genome or in a fictional sense to populate Jurassic […]

Millennials Shop Differently

--> 21 Feb

Recently released US Consumer Expenditure Survey data confirm what eyetracking studies have been telling marketers for some time.  Our Nimbus eyetracking studies revealed a widening gulf between the shopping patterns observed between younger generations and their older counterparts over the past 5 years.  The eyetracking data revealed differences in dwell times and rejection rates among […]

VR Shopping Replicates Real World Shopping

--> 14 Feb

Clients often ask whether the results from a virtual study reflect actual shopping behavior in a real store.  During a recent oral care study, we measured a 97% correlation between dollar value of purchases on a brand-by-brand basis made by respondents buying in a virtual store versus reported industry sales.  The Pearson Correlation Coefficient was […]

Mobile Device Ownership/Usage in China Surpasses US

--> 07 Feb

Mobile device usage in China has surpassed the US and indications are that penetration rates will continue to climb faster in China than either the US or Europe.  Mobile device users are far more likely to access the Internet and do so more often than other internet users.  Understanding these mobile device users is going […]