imotions
Victoria Tremlin — February 18, 2008 — Unique
References: technology.timesonline & technology.timesonline
Adverting is an expensive business and agencies and their clients are always looking for ways to monitor the success of a campaign.
imotions, a danish technology company, have created a way to monitor viewers reactions through their blink. The eye sensors track where a person is looking, their pupil dilation and their blink responses. This can tell the company if they are aroused, excited, afraid, etc. Similar concepts have been around for a while but this new design enables the viewer to simply sit in front of a screen without being wired up with sensors. In works by a computer located behind the viewer, which tracks their eyes and monitors their reactions synchronized to moments happening on the screen.
There is skepticism over the new technology, saying their is little more you can learn from it that cannot be found out in focus groups. However, advertising is much more multifaceted and needs more qualitative research results regarded instantaneous reactions such as certain points of excitement, energy or engagement. It also provides honest reactions from consumers.
imotions, a danish technology company, have created a way to monitor viewers reactions through their blink. The eye sensors track where a person is looking, their pupil dilation and their blink responses. This can tell the company if they are aroused, excited, afraid, etc. Similar concepts have been around for a while but this new design enables the viewer to simply sit in front of a screen without being wired up with sensors. In works by a computer located behind the viewer, which tracks their eyes and monitors their reactions synchronized to moments happening on the screen.
There is skepticism over the new technology, saying their is little more you can learn from it that cannot be found out in focus groups. However, advertising is much more multifaceted and needs more qualitative research results regarded instantaneous reactions such as certain points of excitement, energy or engagement. It also provides honest reactions from consumers.
Trend Themes
1. Eye-tracking Technology - The use of eye sensors to track viewer reactions presents opportunities for more accurate ad evaluation and real-time feedback.
2. Non-invasive Monitoring - The new design that eliminates the need for wired-up sensors allows viewers to provide feedback without any discomfort or inconvenience.
3. Qualitative Research in Advertising - The ability to capture instantaneous reactions, such as excitement and engagement, offers valuable qualitative insights for ad campaigns.
Industry Implications
1. Advertising Agencies - Implementing eye-tracking technology can revolutionize the way agencies evaluate ad campaigns and gather real-time feedback from viewers.
2. Market Research - The use of non-invasive monitoring tools provides market research companies with more accurate and qualitative data for their clients' ad campaigns.
3. Technology Providers - Incorporating eye-tracking technology into their offerings presents disruptive innovation opportunities for technology companies in the advertising industry.
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