eyetracker Launches AdSight, Providing New Insights Into How Your Ads Are Working

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The traditional jigsaw of advertising research tells advertisers what consumers think about their ads but has always had a vital part missing – which bits of the ads they actually looked at (or, often more importantly, which they didn’t look at) European specialist eye tracking research company, eyetracker, has announced the launch of the missing piece of the jigsaw - AdSight

The traditional jigsaw of advertising research tells advertisers what consumers think about their ads but has always had a vital part missing – which bits of the ads they actually looked at (or, often more importantly, which they didn’t look at)

European specialist eye tracking research company, eyetracker, has announced the launch of the missing piece of the jigsaw - AdSight

Adsight tells the advertiser which elements of the ad grabbed the reader’s or viewer’s attention and which elements retained it (or failed to retain it). By being one of the few eye tracking companies to use a combination of qualitative research and eye tracking, eyetracker is able to draw informed conclusions both about the response to the ad and the reasons for the response.

Eyetracker’s Managing Director Iain Janes is quoted as saying “eye tracking has been applied in the ad testing market on many occasions. However, it often fails to deliver any meaningful results - just producing heat maps and gaze trails gives you the “what’s” but not the “why’s”. In today’s economic climate it is even more important that advertisers really get the best out of their advertising spend – AdSight has been developed to do just that.”

Janes goes on to add “we have also applied the principles developed for AdSight to packaging research, and over the coming months will be rolling out the equivalent service, PackSight, for the shopper market.

Organisations that have benefited from this technique include a range of major consumer finance companies plus a number of international retailers and manufacturers.

AdSight can be turned round in 6-7 working days, with central location fieldwork taking place on the 4th or 5th day followed by a full analysis conducted by experienced advertising planner and research specialists. Analysis includes heat maps, gaze trails, and detailed qualitative insights.

For further information please contact Iain Janes at eyetracker info(at)eyetracker(dot)co(dot)uk or phone +44 (0) 8832 7400

http://www.eyetracker.co.uk

More about eyetracker

Established in 2002, eyetracker has developed into one of Europe’s leading dedicated eye tracking research companies and has built up an enviable reputation in not only the advertising market but also in shopper behaviour (including packaging) and the direct mail market research arenas.

Most recently they have been working with the Royal Mail’s direct mail division, by combining both “real world” and screen based eye tracking they have provided invaluable insights into both the direct mail and door drop market place.

For further information please contact Iain Janes at eyetracker info(at)eyetracker(dot)co(dot)uk or phone +44 (0) 8832 7400

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Iain Janes
eyetracker
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