As explained by Lars Perner, (Ph.D. Assistant Professor of Clinical Marketing Department of Marketing Marshall School of Business University of Southern California Los Angeles) Eye tracking is commonly used in market research to research the clarity of the advertisements message. Whilst wearing a camera attached to glasses participants are shown an advertisement and if their eye movement follows the intended sequence and or concentrates on that point of intended focus then the message is concluded as being clear. If their eye movement is scattered around the screen, the message is unclear and alterations to the advert are generally made.
- Media Psychology Research Center
- Media Psychology: Division 46 of the American Psychological Association