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#EYETRACKING – ERSTER OPEN DAY IM BRAND RESEARCH LAB

In November, the Brand Research Lab opened its doors for the first “Open Research Day” session. In this series of events, Brand University students have the opportunity to familiarize themselves with the new research lab one day a month and to immerse themselves in a specific topic. The focus of the first event was on eye tracking.

In small groups, interested students received an introduction to the lab’s eye-tracking technology by Prof. Dr. Yonca Limon-Calisan, Head of the Brand Research Labs and Vice President for Research, and her student assistant, Maria del Rocío Gil Rodriguez.

They showed the students how to set up an eye-tracking study with the iMotions software and then let each visitor take on the role of the test person in an example study.

By means of different stimuli it became visible how exactly eye movements can be followed, because eye-tracking data show which point a person fixes at which time. Eye-tracking can thus be used to measure attention, making the technology useful in neuroscience, psychology and design research, for example.

Eye-tracking can also be used in marketing to answer important questions. For example, the data show whether the structure of a website makes sense or if recipients recognize the sender of an advertisement message.

The goal of the Open Research Day is to enable students to carry out experiments and surveys themselves as part of their studies and to conduct application-oriented research.

Prof. Dr. Yonca Limon-Calisan: “I am very proud to bring the application of research in the brand context to our faculty, students and practice project partners. Through the technologies and innovations available in the Brand Research Lab, brand managers, innovators and designers can help build brands, test their impact and optimize them. Brand related decisions can be made quickly through the simple application of these brand research tools. Thus, they should be part of every brand study.”