Magazine: New eye-tracking measurement method

Forma Display Kft. and the Budapest University of Technology and Economics, with support from the New Hungary Development Plan and as part of an EU research programme, developed a new in-store examination method. They engineered new software and developed new hardware and research methodology – the collective name for these is ETresearch. ETresearch uses physiological examination (eye tracking and emotion tracking) to measure unconscious and emotional changes. With this technology marketing communication and shopper decision making processes become measurable before they even reach shoppers’ consciousness.