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