Eye-tracking is a technology that works by reflecting invisible infrared light onto an eye to record a person’s viewing behaviour and provides insights into how a consumer is viewing a brand communication on a website or a television channel. The technology can also be applied to other marketing communications, such as packaging design, shopper marketing and advertising.
Leo Burnett and Arc Singapore launch new unit
HONG KONG - Leo Burnett and Arc Singapore have joined forces with usability researcher, Dr Dieter Walz (pictured), to launch usability@arc - a unit that offers the latest in eye-tracking technology.
