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Novel Eye-Tracking and Non-Verbal Techniques Can Redefine Scope of Research

May 03, 2018 | Technology | FMI

Competition in the market research arena is becoming intense with research analysts digging deeper to mine insightful data. As leading companies are striving to lead the global market, they are constantly identifying and implementing novel research techniques to stand out of the crowd. In addition, market research companies are focusing on leveraging innovative technological solutions to improve their research and expand its scope. Major market research firms are concentrating on intensifying their research to broaden their access to statistics for accurate analysis.


novel eye tracking market


In order to sustain their lead in the competitive market, market research firms are focusing on implementing eye-tracking and non-verbal research techniques. With the implementation of biometric techniques such as eye-tracking and non-verbal research tools, major market research firms are focusing on narrowing the probability of inaccuracy while conducting insightful research. Leading companies are utilizing innovative techniques that can monitor your eye movement and analyze the gaze positions to measure the attention, arousal, and interest of the individuals. Here are a few innovative techniques that can redefine the scope your research.

  • Screen-Based Eye Trackers:

To intensify research through conducting consumer behavior studies, leading market research firms are utilizing screen based eye-trackers to understand the analyze the interests and dislikes of the individuals through optical tracking of corneal reflection. Market research firms are implementing the techniques to the eye positions and gaze positions to gauge the attention of the individuals. With the implementation of biometric techniques such as screen-based eye tracking, market research firms can ascertain the brand health and sales potential of the new launches.

  • Biometric Techniques:

As the technology is progressing beyond eye-tracking solutions, the major market research firms are adopting various biometric tools such as galvanic skin response (GSR), facial coding, electroencephalogram (EEG), and electrocardiology (ECG). With the implementation of these biometric techniques, the research firms can conveniently track the consumer behavior while browsing and checking the online portals to formulate accurate predictions. Market research firms are incorporating these tools to track the inner experience of the advertisements floated and gain more perspectives on certain websites, stores, products, and media.

  • Virtual Reality:

While virtual reality has been on the horizon for a long time, industries are capitalizing on its benefits to progress in their domains. Major market research firms are utilizing virtual reality solutions to understand the reactions of the customers in a virtual computer-generated store environment. With the implementation of these next-generation approaches and techniques, the leading market research firms can understand and make accurate analysis by measuring the attention to various marketing elements within the virtual environment. In addition, implementing virtual reality solutions helps the in testing the effectiveness of new planograms, signages, packages before installing them physically. These features can broaden the scope of research and enable the analysts to incorporate untapped aspects in their analysis.

While innovative research techniques are renovating the traditional patterns and approach followed over the years, market research companies are quickly adapting to advanced technology to leverage their benefits. In order to sustain their lead in the competitive arena, leading market research firms are implementing innovative biometric techniques, virtual reality, and eye-tracking solutions to intensify their research. Increasing adoption of eye-tracking and non-verbal tools can unleash novel solutions and redefine the scope of research for the leading firms.