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Eye tracking…study?

An interesting development from a company called “Eye Corp.” At least, a fancy Flash presentation. Actually, I don’t really get it. I was expecting “results…from a series of studies,” as they say in the intro. Check it out here.

And actually, as the people involved in the study had to wear special glasses with cameras in them…this isn’t a technology that’s scalable or usable other than for studies.

Am I missing something?

This entry was posted on Monday, November 30th, 2009 @ 8:10 pm on the category Digital Signage, Good Data. You can follow any responses to this entry through the RSS 2.0 You can leave a response, or trackback from your own site.

  • cassandrathomassmith
    The Eye Tracking Tool is a summary for a quick and easy way to see if viewing engagement or frequency is likely to increase or decrease when factors like digital/static or size or type of precinct are changed. Often advertisers have a choice of different media in a desired environment and need to decide and balance cost v impact v time v frequency. The information section also includes links to more than 10 other more detailed documents...and of course our contact details for more information as it is only a summary.
    The studies showed incredibly similar results in like for like situations (eg same size, precinct, format) and encompasses over 4000 data points generating information that is quite scalable and robust for this type of methodology.
    By the way, as another 'summary', we found that the attraction of digital inventory generally increased the total proportion of people who look, the number of times they looked at it and the amount of time they spent looking - this combination achieves approx 50% more engagement time per passing than static inventory.
    Thanks for posting it in the category 'good data'.
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