Imagine that a company is investing all of its resources in releasing a new product. After talking to customers, conducting surveys, interviews and research to investigate the behavior and subjective data from the focus group, the company launches exactly what people said they wanted. And all those people who said they would buy the product end up not doing so. Frustrating, right?
According to the Harvard Business School professor Gerald Zaltman, this happens because 95% of purchase decisions happen in the subconscious mind. That is why marketers and UX researches should also analyze sensory information, attention and decision making processes that happen unconsciously.
Eye tracking is one of the methodologies capable of measuring attention and interest. The technology of measuring eye movement provides researchers with valuable insights about customers' behavior and how a product is really perceived.
Dr. Antje Venjakob, co-founder and co-CEO of Oculid, hosted a webinar explaining how smartphone eye tracking works and all the benefits that it can bring to a market or UX research.