What Is Eye Tracking?
Eye tracking refers to the process of measuring where your audience or customers look, also known as measuring the point of gaze. This is measured by an eye tracker, that records the position of the eyes and the movements they make, as well as looking outward to correctly identify the stimulus that has caused each response.
How Does An Eye Tracker Work?
In the past, eye tracking equipment was quite large and clunky, usually only allowing people to monitor ones eye movements in a set location or at a desktop computer. Hardly a real world situation.
However, using the latest mobile eye tracking system, a test subject wears, what seems like, a regular pair of glasses and can freely walk around anywhere.
The mobile eye tracker uses near-infrared light directed towards the centre of a test subject's eyes, monitoring all micro eye movements as they look around normally. Allowing us to monitor exactly what is grabbing their attention, in a real life situation.
What Is JAGUAR EYE Q?
Jaguar Eye Q is the intelligent approach we created with the help of Dr. Abiodun Yusuf (Phd), an expert in eye tracking technology, Think of it as putting the EQ into eye tracking from a marketing and creative perspective. We aim to make eye tracking an accessible technology for any brand, marketeer or retailer. Allowing them to leverage human factors, as a path to gain key insights and truly understand their customer. We work with you to build the right experiment and provide you with the knowledge to empower your marketing campaigns, your environment builds or your brand identity.
At times, the creative process is very subjective, key stake holders can easily be caught up in the back and forth of amendments and creative decisions. Using the power of eye tracking and our Jaguar Eye Q methodology, we can help any company discover how their solution is actually seen and received by people.
Social Jaguar help tie up the journey between research and practical marketing, as we truly understand the intricacies of a creative marketing campaign or building a retail environment.
Think of us as marketeers and scientists on your side.