Interactive Digital Media and Eye-Tracking
The variety of digital devices available presents
advertisers with an abundance of marketing platforms. Sands Research can run
studies on selected devices in order to determine the effects that scale,
luminosity and volume have on product presentation.
The use of eye-tracking data is common in digital media
studies and easy to use. However, Sands Research adds a real-time
interpretation of the brain response to a specific instant in a recording,
to interpret why a subject is looking at a target. Correlating EEG and
eye-tracking data allows for a time-locked analysis of how consumer
interaction plays into the perception of visual media and retail
environments. By utilizing traditional methods in advertising research as
well as brain response, Sands Research is able to relate unparalleled
accuracy in actual consumer experience.
On web sites, for instance, heat maps
corresponding to the “Inverted L”, a well known and identified pattern in
eye movement and one which web designers and developers commonly utilize.
However, in addition to this information, Sands Research can also evaluate
how much effortful processing is necessary for an individual to interpret
what it sees. A more accurate measure, with Sands Research proprietary brain
imaging software, is measuring activity in the orbital frontal lobe.