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:
- Is Web Eye-Tracking Good Enough?
- Click On What You Saw & VAS
- Are Eye-Tracking Substitutes “Good Enough”? Blog
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.