1 juin 2015

Eye-Tracking for Visual Marketing

  • As consumers, we are exposed every day to several hundreds of advertisements on television, in newspapers, magazines, the yellow pages, retail feature ads, and on the internet and mobile devices. The eyes guide consumers across shelves, through aisles, stores, malls, and websites when exploring, searching, and making decisions on products and brands. In all these situations “visual marketing” is relevant, that is, the strategic utilization by firms of commercial and non-commercial visual signs and symbols to communicate with consumers. As a consequence, there is an increasing need to measure visual attention through eye tracking technology, to assess the effectiveness of visual marketing. In the last decade there has been a rapid growth in commercial applications of eye-tracking technology in the United States, Europe, Asia, and Australia to assess the effectiveness of visual marketing efforts. Firms such as Kraft Foods, Microsoft, Google, Yahoo, IBM, Pepsico, Pfizer, P&G, and Unilever are leading users of the methodology in product and communication development, and in pre- and post-tests of their visual marketing activity. With the increasing demand from marketing practitioners, global providers of eye-tracking data conduct hundreds of studies each year.

    This workshop provides the foundations of visual attention and eye tracking, and in particular (1) reviews the anatomy of the eye and the visual brain, (2) provides a conceptual framework for eye-tracking research in marketing and an overview of vision and attention, (3) reviews the marketing literature on eye tracking applications, and (4) provides a hands-on demonstration of the eye tracking technology.
  • Date : 01/06/2015
  • Lieu : Campus HEC - Jouy-en-Josas - Bâtiment S - Salle 228
  • Intervenants : Michel Wedel
  • Coût : Gratuit
  • Nous contacter : marshallSPAMFILTER@hec.fr