FOCUS - JAPAN: Hakuhodo unveils 'eye tracking' survey system
<p>Hakuhodo has introduced an "eye tracking" survey system to study </p><p>consumers' eye movements over advertising. </p><p><BR><BR> </p><p>The study uses state-of-the-art eye cameras to capture unconscious and </p><p>involuntary consumer reactions to advertising which questionnaire </p><p>surveys alone can not keep track of. </p><p><BR><BR> </p><p>Viewers' actual attention and eye movement in response to advertising </p><p>campaigns can be captured by the ultra-high tech eye cameras and that </p><p>can provide detailed analysis on specific reaction to the </p><p>commercials. </p><p><BR><BR> </p><p>Hakuhodo's consumer survey, called "eye scope", utilises diverted US </p><p>military technology to follow subjects' eye movements, without the need </p><p>to wear glasses or other equipment. </p><p><BR><BR> </p><p>Natural responses to TV commercial images, website pages, print </p><p>advertisement in newspapers and magazines as well as outdoor campaign </p><p>can be obtained by the system. </p><p><BR><BR> </p>