Ludovic Depoortere – ROGIL SENSORY & MARKETING RESEARCH

EYE-TRACKING VERSUS WEBTRACKING

TECHNOLOGY

10

HZ

120

HZ

Netvlies

Gele vlek & Fovea centralis Optische zenuw

Blinde vlek

Harde oogrok

Vaatvlies

Glasachtig lichaam

Lens

Iris Pupil

Achterste oogkamer Voorste oogkamer

Hoornvlies

WHY GIVE CONSUMER TASKS ?

CASE VICTORIA SECRET

WEB-TRACKING = RAW GAZE DATA – LARGE ERROR

SOURCE: DE STANDAARD

Focus point

between heads?

All faces

same

intensity ?

RELATIVE ATTENTION SHOWS WHAT REALLY IS FOCUSED ON

ROGIL HEATMAP (RELATIVE ATTENTION)

READING PATTERN, ONLY WITH HIGH TECH POSSIBLE

10

1.

64%

2.

22%

2.

11%

3.

9%

1. 10%

2.

8%