Eye tracking is very interesting in marketing and advertising in general, and in digital marketing in particular.
Imagine the power of being able to understand a user on the other side of the screen; seeing through their eyes.
A little history: the origin of eye tracking
Eye tracking seems like a new technology , but it actually dates back to the 19th century.
I will only tell you two very curious facts about its history:
In 1879, Louis Emile Javal, a renowned French ophthalmologist, observed that we do not read by making a smooth scan of the text, but rather by making a series of short fixations or stops and what are known as saccades, rapid movements.
The second fact is even better
In 1950 Alfred L. Yarbus did some very important everything you need to know research on eye tracking.
In one of his experiments he showed an image and depending on the instruction he gave, the eye movement and search intention changed.
For example:
- In painting #1 he let the person look freely.
- In box no. 3 he asked for a specific task: to give the age to the people in the photograph.
It is very interesting to see how the visual path changes when the search intent changes.
As early as 1950, users changed their behavior uk phone number list and attention points based on their intention.
In this sense, it seems that we have not changed much, right?
From here we can extract our first key to eye tracking
Tip #1: It’s essential to consider users’ motivations taiwan data and intentions.
With this clue in mind we can return to the case.
And at this point, you need to know the suspects so you know their motivations.
The case of “La douce Fleur”: how to solve a mystery using eye tracking
The night the robbery occurred there was a celebration.
There is one important clue: a photo from the end of the party in which only four people remain.
They are the prime suspects as evidence indicates that the burglar did not have to force his way into the house.