Not All Eye-Tracking is Created Equal

March 19, 2017

Now that marketers have clearly acknowledged the value of Eye-Tracking, they are understandably looking for faster and cheaper ways of gathering its insights.

Recently, many companies have emerged offering Eye-Tracking “substitutes” at low cost, featuring approaches ranging from algorithms to mouse-clicks or webcams.

But do these alternatives generate comparable data – and lead to similar decisions – as “traditional” Eye-Tracking studies (conducted in-person)? 

To find out, we’ve conducted a series of parallel studies over the past several years. These two white papers summarize their findings, which you may find surprising:

PRS IN VIVO also regularly uses Mobile Eye-Tracking for in-store, online and ShopperLab® studies. To learn more about the issues we’re exploring, please click here to access our new blog.