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At the end of the 19th century, Louis Émile Javal, an expert in ophthalmology, discovered a fascinating reality. People did not read simply by letting their eyes advance over the words, that is, by means of a sweep that caused the eyes to process the information. Javal discovered that it is read using saccades and a series of short stops before the text. To Latvia Email List reach these conclusions, Javal devoted himself to observing the eyes of the readers and began to see what they were doing. His method was somewhat primitive (he could only observe what was in front of him), although it opened the door to many debates about what to do when reading and allowed to establish a new method of work, following the movements of the eyes to establish realities and to reach scientific conclusions. In 1908 a study by another expert on the same subject was published, for whom he had created a primitive eye-tracking device that made it possible to follow the gaze in a much less subjective way than simply looking at what the person is looking at. And since then, things have progressed a lot and the devices have become much more sophisticated, much more reliable and much more interesting.

But the truth is that eye-tracking(and from there comes to recover the history of Javal and its pioneering experiences) it is still as important as then to discover that things are not as we imagine them or as it is taken for granted ‘forever’ that they have been . Measuring the visual response of people allows to achieve very concrete results (and very difficult to question: it is very difficult to control where you look or how you look) on what interests them and on what ends up losing their attention. Following sight and therefore studying people’s eyes allows us to understand them much better and with much less limitations. These insights are also an important business value and an important asset to draw on when you want not only to understand people, but also to understand consumers.

In addition, right now, the existing possibilities to understand consumers and how they look are greater and the sources of information are much more varied. You no longer need to sit and stare at people, as the pioneers did, nor do you need to subject consumers to complex laboratory studies in which items are placed before their eyes to understand what they are looking at. Now information can be obtained in many ways and using many elements associated with the internet age to understand what is capturing your attention. Click-through rates or mouse cursor paths are reliable (and minimally invasive when it comes to gathering information) data sources that help understand which hot spots consumers are always looking.

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