METHODS

What is eye tracking?

Eye tracking is an investigative process originally developed in neuropsychological research. Because of its objectivity, it quickly found a wide application in the field of market research and marketing. Eye movement provides the most accurate information on cognitive activities, direction of attention, redirecting your attention, selectivity, concentration…
With this method, we monitor what the user is paying attention to, how long he keeps the subject in focus, whether two or more images hold his attention at the same time, what loads the user, what confuses him, what designer solution he likes more (among several offered ), which colors are most attractive to him, etc.
CRA research company enables the implementation of the eye tracking methodology using the most up-to date equipment and software. The research report is complemented by quantitative analysis and qualitative interpretation. An expert review of the obtained eye tracking results is provided by a graduate psychologist.