THE APPLICATION OF WEBCAM EYE-TRACKING METHOD TO PREDICT CONSUMER BEHAVIOR
THE APPLICATION OF WEBCAM EYE-TRACKING METHOD TO PREDICT CONSUMER BEHAVIOR

Summary/Abstract: The application of the eye tracking method is widespread in the global FMCG industry, as it becomes one of the important approaches to study cognitive processes underlying consumer choices and decision making. The paper displays the information about the application of webcam based eye – tracking, for understanding and predicting consumer choices and thus, helping business decision to be more competitive. The hypothesis is that for pack and design studies, deeper and more reliable insights are provided applying eye tracking compared to insights gained by survey. The aim of the research is to investigate the marketers satisfaction with insights and recommendations provided when applying webcam eye tracking as implicit method compared to when using only survey, as explicit method. Obtained findings concur with a hypothesis that predicting consumer behavior is more relevant by using eye tracking methodology, for pack and redesign studies. The cost of the eye tracking study, expected to impact marketers expectation and satisfaction level, is not confirmed. The present study provides important managerial implications, confirming advantages of eye tracking approach for testing new products and redesigns.

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