Ludovic Depoortere – ROGIL SENSORY & MARKETING RESEARCH EYE-TRACKING VERSUS WEBTRACKING
Eyetracking versus webtracking
Jan 27, 2015
There is a huge difference between eye tracking as performed by Rogil and so-called web tracking. Whereas Rogil eye tracking is a powerful method to objectively measure eye movements with great precision and through the use of highly advanced technology, web tracking is nothing but detecting a person’s gaze direction using a simple webcam.
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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%
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