Private and public: Eye movement and eye tracking in marketing

Abstract

This chapter presents a series of case studies of the use of eye-tracking research methods and technologies in marketing. The case studies reflect two different approaches to the use of eye-tracking research methodologies in marketing research. One of the case studies highlights marketing research from an applied eye-tracking marketing research organisation from the private sector. This case study illustrates the majority of eye-tracking marketing research-as most eye-tracking marketing research is conducted by such firms in the private sector responding to the marketing imperatives driving investment in marketing; the evaluation of marketing investment and the use of eye-tracking approaches to iteratively develop marketing planning and marketing instruments. The other case study in the chapter illustrates the type of eye-tracking marketing research that is being conducted in universities as part of the usual marketing discipline research programme. Similarities and differences demonstrated by these case studies are discussed in the chapter.