2003 we purchased the first Tobii eye tracker ever sold to a commercial organisation. We were delighted and wanted to see how far the technology could be pushed so we tried it with Tom who was just two years old at the time:
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There is a fundamental problem with most market research. David Ogilvy, the ‘Father of Advertising’, recognised it:
“People don’t do what they say, don’t say what they think, and don’t think how they feel.”
Traditional methods of market research focus on what can be gleaned from the conscious mind largely because until recently the tools to investigate the subconscious mind were not readily available.
THiNK Eyetracking has recently completed a comparison study of an award wining national advertising campaign that clearly shows the difference in conscious and unconscious responses to advertising. Continue reading