Eye Tracking: Seeing from the customer’s perspective


Subjective information processing takes place to a large extent unconsciously. The influence of visual effects in particular plays a major role here and is often neglected in classic market research approaches. Through observation and questioning, it is possible to find out what information subjects generally remember. However, no insights are gained as to which elements of a perceived stimulus play a significant role in memory and which have been completely overlooked.


Eye tracking can be used to obtain objective information about largely unconscious perception, attention and information processing procedures, which, in combination with classic observation and survey data, enable holistic interpretation and targeted recommendations for action.


Whether for billboards, print media or your appearance at the POS: Our mobile eye tracking equipment captures exactly which information arouses the interest of your customers. The environment is seen through the eyes of the customer, so to speak!


Here, the eye-tracking procedure measures to the hundredth of a second how strong the communicative performance of a particular stimulus is:

  • Capture of fixation & observation: What does the respondent see?
  • Measurement of duration of view: How long does the consumer look at something?
  • Measurement of attention getter: What does the consumer see first? What element is the eye catcher?
  • Recording of view flow: In what sequence do consumers look at different elements?
  • Capture of changing focus: How often do respondents switch their look at different elements/ areas?

We recommend eye tracking especially for the following areas:


Checking and optimization of advertising media.  Billboards & print media are evaluated and improved in regards to their communicative power (e.g. layout of elements, headlines, logos, claims, texts, visual elements etc.):


Optimization of the point of sale:

  • How eye-catchy is your POS appearance?
  • How strong is the impact of your brand compare to the competitive set at the POS?
  • Are important elements of the brand communicated strongly enough? Which elements are eye-catchy?
  • How can the positioning of the product be improved?
  • How can shopper attention at the POS be directed stronger towards intended areas?

Online Eye Tracking


With the help of the patented Spotlight Viewer, it is possible to perform online eye tracking with large samples within a short time at an attractive cost.


Entertaining journey of discovery through the perceptual map


Online eye tracking with the Spotlight Viewer is as efficient as it is entertaining:


The visual stimulus is shown on the screen in the blur of peripheral vision. The subject can now explore the motif by moving the mouse. Instead of the mouse pointer, the subject now moves a so-called perception map, which corresponds exactly to the physiological and anatomical conditions of visual perception, over the motif.


Only the image information around a small area of the position of the mouse pointer is shown in high resolution. The greater the distance from the pointing point, the blurrier the image information is rendered.

What really counts: Freely definable Areas of Interest

The analysis accurately shows which areas of a stimulus, e.g. an ad page or a package design, were viewed how intensively and for how long. For this purpose, areas of interest are freely defined on the subject (Areas of Interest, or AOI for short).


The measurements can then be used to determine exactly how often and for how long and in which gaze sequence certain areas were looked at. For example, it can be determined whether and when a headline is read, or whether an image element, e.g. on a POS display, is seen at all.

The sequence matters


Through the Spotlight Viewer, not only the frequency and duration of viewing AOIs can be measured. In addition, the sequence of the viewed image sections is shown. For example, it is possible to analyze which elements of an advertisement are seen within the first second(s). This allows conclusions to be drawn about the effect of (supposed) eye catchers.

Practical, economical and fast: the target group’s point of view


Since online eye tracking can be run on any computer, anyone can run this test on their PC or Mac at home. In this way, large samples can undergo the test within a very short time.


This makes it possible to look at and compare statistically valid subgroups: Which elements do young men perceive, and which do young women perceive? Are there differences between brand users and users of competitor products?


The advantages of the new process at a glance:

  • Large sample: Large numbers of cases can be generated and target group comparisons can be made.
  • Lower costs: Unlike conventional eye tracking, the method can be used without expensive equipment and specialists.
  • Shorter field time: Online eye tracking requires less methodological, technical and organizational effort and can be carried out with commercially available computers.
  • Results are available much faster, even with large samples.
  • No laboratory situation: Subjects can perform the test decentrally via the Internet, e.g. via panel, and can do so wherever they have access to a computer. Thus, they can take the test in their familiar home environment, for example.
  • Clear interpretation: By measuring or calculating attention areas, view flow and gaze duration, clear conclusions can be drawn about attention intensity and elements seen.
  • Combination with classic surveys: After the online eye tracking, respondents can still be asked about brand recall, purchase intention and image. Questions on other topics can be placed before or after the Spotlight Viewer module. Simple integration into any online survey is possible.

We recommend online eye tracking for checking and optimizing:

  • Billboard advertising
  • Advertisements
  • Front page design
  • Flyers, brochures and catalogs
  • Package designs
  • Websites
  • Shelf positioning

Service & Results:


We adapt our recommendation-oriented eye tracking reporting to your needs in consultation with you. The following analyses form the basis of our report:

  • Illustration of attention percentages, duration and frequencies
  • Representation of the viewing density (heat maps) and the viewing flow
  • Identification of eye-catchers
  • Concrete optimization proposals & recommendations for action

Depending on the requirements, we discuss with you the ideal combination of our eye tracking method and other classic observation and survey tools in order to derive concrete optimization recommendations from the results, which will make your campaigns or your POS presence even more effective.



Eye Tracking helps you make the invisible visible. What do your customers see when they see an offer or product? Find out what is perceived and what is simply overlooked.