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.
Sands Research partners with
Please contact them directly for more information on their advanced eye-tracking equipment.
SANDS RESEARCH INC. 955 N Resler 104-113
El Paso, TX 79912
Phone 915.309.7250 FAX 915.209.7266