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CURRENT EVENTS REPORT - EYE TRACKING TECHNOLOGY Current Events Report - Eye Tracking Technology We live in a modern world where there is an abundance of information that we can refer to as an information overload. Information overload or sometimes-called “infobesity” refers to our inability to absorb and process all the information to which we are exposed. To fully demonstrate the amount of information we are exposed to every day let’s take a look at the capacity of content that was produced in 2012 every single minute: · 72 hours of video posts · 347 blog posts · 700 000 Facebook entries · 30 000 tweets · 2 million-mails sent · 12 million text messages The main question that every company should ask itself is “How can I get my information through to my main customer by all that massive content?”. Modern marketing geniuses every day are developing new marketing campaigns and strategies that could eventually stimulate more consumption and therefore generate more sales revenues for their businesses. But every successful marketing campaign needs to start from a high quality research that will reveal how customers think and more importantly how they notice certain information. This research phase can be highly supported by an interesting technology called Eye Tracking. Eye Tracking Technology is based on tracking the eye pupil movements and therefore measuring how long and by what order a potential customer perceives a certain information through different medias like press, web, TV or outdoor. Thanks to Eye Tracking, companies can measure how potential customers perceive certain information by analyzing how long are they observing something, what is the sequence of their observation and also what is the speed of observation they are at that moment involved in. To put it in a more practical use, with Eye Tracking Technology companies can actually test what kind of promotional ad’s will potential customers notice the fastest and more importantly focus the longest. This kind of factors could actually bring a competitive advantage to a company in assuring that above all that information overload their information will be noticed and therefor put into a good use. So how does Eye Tracking actually work? The technology itself is based on a pair of glasses that contain a special camera with an infra-red light. This tiny camera actually manages to record the infra-red light that reflects of the eye’s cornea or disappears into the pupil. By analyzing this infra-red light patterns it is possible to effectively figure out where the eye is pointing to a certain period of time. Connecting the glasses to a computer a report can be created that clearly shows where and how long were the eyes looking at. For instance we can provide a person to look at a newspaper page filled with articles and ads and record where and how long were the eyes focused on. Thanks to Eye Tracking Technology this report can be used in the Marketing Industry to plan the future promotional campaigns in a much more efficient way that will assure that the information is noticed and captured by potential customers. Another useful way of utilizing the Eye Tracking Technology is the FMCG (Fast Moving Consumer Good) Industry where it is possible to determine what is the most attractive product packaging and what is the best way to position a product on a shop shelf. This can easily be achieved by using the Eye Tracking glasses to look at a shelf filled with products in a shop and see where the eyes devote the most attention. In a todays high pace business environment it is extremely difficult to differentiate a business idea and communicate it to the target customers. Knowing the demographics and behavior of your customers is no longer enough. The human brain remains as one of the most unexplored parts of the human body that holds many mysteries on how people think. Eye Tracking Technology doesn’t reveal the secret of the brain but it is a useful tool that help companies better understand what is more diverting and interesting to our eyes which are connected to our main thinking organ. With this unique technology it is possible to go beyond and explore more about how customers perceive information. Knowing what they perceive and how they memorize it is the key in overcoming the information overload. Filip Guscic Articles used: http://www.economist.com/news/technology-quarterly/21567195-computer-interfaces-ability-determine-location-persons-gaze http://www.wnd.com/2013/01/information-overload-making-your-head-explode/ http://medianet.hr/en/services/eye-tracking-technology
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KLJUčNE OSOBE Analitičari, istraživači, IT znalci, prodavači ... više MEDIJI O NAMA ‣ Makarska kronika 24.09.2013. ‣ Slobodna Dalmacija 08.08.2013. ‣ Slobodna Dalmacija 03.08.2013. više PUTOVANJA AVANTURE TEHNOLOšKE NOVOSTI - EYE TRACKING TEHNOLOGIJA Tehnološke novosti – Eye tracking tehnologija Živimo u modernom svijetu gdje postoji obilje informacija. To obilje možemo označiti kao informacijsko preopterećenje ili "infopretilost" što označava našu nesposobnost da apsorbiramo i obradimo sve podatke kojima smo izloženi. Da bi smo u potpunosti dočarali kolika je ta količina, pogledajmo količinu informacija koja je proizvedena u 2012. godini svake minute: • 72 sata video-materijala • 347 objava na blogovima • 700 000 objava na Facebooku • 30 000 tweetova • 2.000.000- e-mail poruka • 12 milijuna SMS poruka Glavno pitanje za svaku tvrtka je: "Kako sa doprijeti do kupca kroz svo to obilje informacija?". Moderni marketinški geniji svaki dan razvijaju nove marketinške kampanje i strategije koje bi mogle potaknuti veću potrošnju i stoga generirati više prihoda. Svaka uspješna marketinška kampanja treba početi od kvalitetnih istraživanja koja će otkriti kako kupci misle i što je još važnije, kako zamjećuju određene sadržaje. Ta istraživanja mogu biti podržana zanimljivom tehnologijom zvanom Eye tracking. Eye tracking tehnologija se temelji na praćenju kretanja zjenice oka. Mjeri se kako i koliko dugo potencijalni kupac percipira određene informacije. Istraživanje se provodi u tisku, web-u, TV-u ili outdooru. Zahvaljujući Eye tracking tehnologiji, tvrtke mogu mjeriti kako potencijalni kupci doživljavaju određene informacije analizirajući koliko dugo promatraju nešto, kakav je slijed njihovog promatranja i koja je brzina promatranja u tom trenutku. U praktičnoj primjeni, Eye tracking tehnologija zapravo može testirati kakav oglas će potencijalni kupci najbrže primijetiti, i što je još važnije, na što će se najduže usredotočiti. Ova vrsta istraživanja zapravo može donijeti prednost pred konkurentima u borbi sa preopterećenjem informacija. Njihovi materijali će biti zapaženi i tako donijeti najveću korist. Pa kako Eye tracking zapravo radi? Sama tehnologija temelji se na naočalama koje sadrže posebnu kameru s infracrvenim svjetlom. Ovaj maleni fotoaparat zapravo snima infracrvenu svjetlost koja se odražava od rožnice oka ili „nestaje“ u oku. Analizirajući ove infracrvene svjetlosne putanje moguće je učinkovito zabilježiti što oko prati u određenom vremenu. Spajanjem naočala na računalo, izvješće može jasno pokazati gdje i koliko dugo su oči nešto gledale. Na primjer, možemo proučavati kako osoba gleda novinske stranice ispunjene člancima i oglasima. Zahvaljujući Eye tracking tehnologiji taj izvještaj se može koristiti u marketingu, kako bi što bolje planirali buduće promotivne kampanje i mnogo učinkovitije osigurali da potencijalni kupci primijete željene sadržaje. Još jedan praktičan način korištenja Eye tracking tehnologije je u industriji robe široke potrošnje (FMCG - Fast Moving Consumer Good) kojoj pomaže definirati najatraktivnije pakiranje proizvoda i najbolji način da se pozicioniranja proizvod na policama trgovine. To se lako može postići pomoću Eye tracking naočala koje bilježe kojim redom se promatraju police ispunjene proizvodima u trgovini i na što se obraća najviše pažnje. U današnjem brzom poslovnom okruženju izuzetno je teško plasirati poslovnu ideju ciljanim kupcima. Biti upoznat sa demografijom i ponašanjem svojih kupaca više nije dovoljno. Ljudski mozak i dalje je jedan od najvažnijih neistraženih dijelova ljudskog tijela koji posjeduje mnoge tajne o tome kako ljudi misle. Eye tracking tehnologija ne otkriva tajnu mozga, ali je koristan alat koji će pomoći tvrtkama da bolje razumiju kako preusmjeriti sadržaj kupcima. Ovom jedinstvenom tehnologijom moguće je nadići i istražiti više o tome kako kupci doživljavaju informacije. Saznanje kako kupci vide i pamte ključ je u borbi sa infopretilošću. Filip Guscic Postgraduate student at HULT International Business School San Francisco, California Korišteni članci: http://www.economist.com/news/technology-quarterly/21567195-computer-interfaces-ability-determine-location-persons-gaze http://www.wnd.com/2013/01/information-overload-making-your-head-explode/ http://medianet.hr/en/services/eye-tracking-technology