What are you looking at?
Using eye tracking at the Deloitte Neuroscience Institute
At the Deloitte Neuroscience Institute (DNI), we use eye-tracking as a method to test and improve the impact of communication and user-friendliness of different media. These can be marketing brochures and videos, sales presentations, dashboards or software applications
Eye tracking is, in combination with other neuroscientific methods, one of the main methods of the DNI. We can, for example, shed light on whether customers understand content easily and whether communications achieve their objective. If not, we provide targeted recommendations for improvement.
The Deloitte Neuroscience Institute offers – among other things:
- More effective communication through improved marketing materials
- Increased sales probability through optimized sales presentations
- Intuitive and personalized design of dashboards
- Increased usability of software applications
The DNI does not rely on standard solutions. When we use eye tracking, each experimental set-up is tailored to individual customer needs.
Eye tracking investigates visual perception and viewing habits. The method is currently most commonly applied in the fields of marketing and product design. Eye tracking reveals the order and intensity of visual focus points during exploration of visual materials.
An eye tracking camera captures the reflection of an infrared light source on the cornea. From the sequence and duration of fixations the gaze path can established which corresponds to the visual input a person has. For a group of study participants so-called heat maps represent statistical accumulation of visual focus points. In addition, pupil diameter can be calculated from the images, which provides information about the emotional state. When interest and attention levels are high peoples pupils dilate.
Eye tracking thus provides a consistent representation of a person’s visual perception. At the DNI, we complement results of this method with additional neuroscientific methods such as facial coding, brain activity measurements using EEG and skin conductance using galvanic skin response. This allows us to visualize mental and emotional reactions of the participants.