At True Impact Marketing, we’re always interested in Neuromarketing technologies and happy to try them out. About a month ago, we got the opportunity to use the Mirametrix S2 Eye Tracker, Viewer eye tracking software and API. The products come together in a neat package, and set up is extremely easy and quick. The calibration is done by following 9 points across the screen. Following calibration, the system is ready for use.
Here is a quick video on the how the S2 Eye Tracker connects to a PC:
We tested gaze duration and focus on webpages and videos, mostly from B2C companies and Canadian artists. The system is quick to launch, and delivers great quality data with high precision. We used the heat-map feature to easily pinpoint areas of focus, and started noticing patterns right away. For example, we confirmed that a human face receives significantly more visual attention than other objects. However, if the face is out of context, or confusing, the message may still be ignored.
Below is a quick example of how we applied the Mirametrix S2 Eye Tracker.
General Mills 2012 Global Responsibility Report – Eye Tracking Sample Study by True Impact Marketing using Mirametrix
Overall, we found it to be very easy to set up and begin using, especially for on-screen Marketing stimuli (webpages and video). A big thank you to Mirametix for accommodating the trial period, and being extremely supportive throughout.