One of the flaws of most market research today is that it is based on consumer surveys—people giving considered answers from the conscious part of the brain. But most buying decisions are made subconsciously.
In other words, what people say isn’t always an accurate indicator of how they will actually act as a consumer. But their eyes tell a different story. By tracking eye movement and facial expressions in response to an ad, for example, it’s possible to get a more accurate picture of how the person really feels about the ad and your brand.
Studies have shown that using eye tracking and facial coding improves consumer surveys by 20% to 40%.
EyeSee will explain how new technology can be used to track eye movements and facial expressions of consumers to uncover how they really feel about your brand, products or advertising.
Presenter: Aleksandar Simic, EyeSee Research
Date: Wednesday, March 28, 2018
Time: 11:30 a.m. – 12:30 p.m. ET
This complimentary webinar is exclusive to ACA members.
Aleksandar Simic, EyeSee Research
Aleksandar Simic works in business development with EyeSee, dividing his time between the New York and Belgrade offices. Simic’s career has covered strategy, product development and sales in both large corporations and startups mostly in Europe, though his career path started with a degree in marketing from Ryerson University in Toronto.