What is the viewing order?

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Surely, if you work in one of the areas of marketing, you have faced the question of how best to convey an idea or message to your main customers. Let's imagine a fairly familiar situation: you have launched a new advertising campaign, but for some reason the main idea of ​​the advertisement does not "stick" with customers. They either do not see the advertisement at all, or do not remember the most important messages.

Usually in such a situation you can order a classic qualitative study (for example, focus groups) and ask the participants what they see, what they think about the advertising campaign, whether they understand it the way marketers want. As a rule, this method generally gives the right answers to simple and understandable questions for the participants.

But, unfortunately, standard methods do not answer more complex singapore cell phone number list questions about the visual perception of clients.The main reason is that perception and behavior are largely irrational and even unconscious. A person is simply unable to objectively track his attitude and motivation to certain aspects of perceived visual information.
For example, using standard methods it is difficult to get answers to questions such as:

How much attention is paid to the logo/packaging/main character
Which visual elements and text of the video/banner/packaging "don't work"
What do they pay attention to first?
In order to work with the unconscious and directly track perception patterns, marketers are increasingly turning to the relatively new field of neuro-research. This field includes a number of interesting research methods, but today we will consider one of the most popular ones – eye-tracking (eye tracking or oculography).