University of Warwick Podcasts
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Neuroimaging: Eyetracking - Everything you need to know
12:07, Wed 17 Mar 2010
Rob Carpenter (TNS Magasin) presents on the high tech methods used by TNS Magasin, a pioneer in the field of shopper behavioural research. One of a range of research techniques demonstrated included "eye tracking". Eye Tracking utilises an infra-red beam, shone into the back of the retina to track the wearer's eye movements and fixations, offering far superior data on shoppers' attention than cameras that merely record field-of-view. Marketers can benefit from analysing exactly what the eye is drawn to on shelves, packaging and at point of sale.
(MP4 format, 88 MB)
For more information on Warwick Podcasts contact Emily Little:
E.Little@warwick.ac.uk / 024 76575329
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