Enhancing the scope of the advertising analysis with the Eye Tracking technique: development of software for the evaluation of advertising impact

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Marcia de la Flor Arbulú
Pontificia Universidad Católica
Peru
Alfredo del Castillo García
Pontificia Universidad Católica
Peru
Vol. 01 No. 011 (2013), Articles (open section), pages 125-136
DOI: https://doi.org/10.17979/redma.2013.01.011.4809
Submitted: Nov 30, 2018 Accepted: Nov 30, 2018
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Abstract

The advance of biometric techniques in recent decades allows the use of various technologies for market research, specifically for advertisement evaluation, among which the Eye Tracking stands out. This article seeks to highlight the possibility of achieving a better application and data analysis with greater added value in the context of the use of biometric technology for advertising evaluation, according to the experience of the development of a specialized software that generates an additional layer of data analysis generated by the systems that operate the Eye Tracking.

Keywords:

eye tracking, advertising evaluation, market research

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