why we need eye tracking

Competitive edge: Classic market research (interviews, focus groups) methods are well established but don't provide a competitive edge. They don’t delve into anything more than people know about themselves
#

Fosters innovation: Building a culture of looking at and understanding implicit user behavior has proven to be effective to foster innovation in design and decision making.
#

Additional insights: with eye tracking additional insights are gained during the research process
#

Reveal attention: with eye tracking one can determine the users interest as it exactly reveals which stimuli (e.g. products, POPM) are perceived. eye tracking shows where respondents expect certain information. Eye tracking provides accurate quantitative data for assessing this.
# Assess cognitive processes: with eye tracking one can differentiate between different levels of cognitive processing