Capturing attention is a critical first steps in the process of marketing. Measuring attention therefore is an important method in marketing research to optimize the advertising effect.
AttentionTracking™ is an interactive, online-based method for measuring attention. In contrast to the classic mechanistic eye movement measuring (eye tracking), with AttentionTracking™ the attention is measured with the computer mouse. While respondents complete a game-like test on their home pc, it is exactly documented what they are looking at while regarding a visual on their screen.
The procedure makes use of the fact that humans only have one single, indivisible attention which controls motor function as well as perception. Faulty entries or intentional faulty tests can be filtered out by complex, scientific algorithms.
No software needs to be installed on the respondent´s computer for AttentionTracking™. The independence from further soft- and hardware (e.g. eye camera) makes the test universally applicable. Intensive research works and studies confirm: AttentionTracking™ is a valid method for attention measurement.
Example: Ad from Deutsche Post, attention of 450 respondents.
How intensely is the face viewed?
Is the brand overlooked?
Is the effect of the headline strong enough?
Each green spot matches one eye contact.
The eyes, the nose and the mouth of the boy are viewed intensely.
Hotspots the intensely viewed areas with a color code.
The face of the boy is viewed most with 42%. The brand down right is only hardly noticed with 11%.
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