Eye-Tracking Technology Meets B2B Event Conferences

Eye Tracking Technology


For most of us, we experience our life visually. What we see is one of the primary ways we gather information. But what we might not be consciously aware of is that our brain ultimately decides what we choose to look at. This is one of the reasons why eye-tracking has become a valuable tool for marketers. Marketers can use this technology to discover what intrigues and attracts a consumer’s (or in our realm, an attendee) attention when faced with a variety of products or actions. Even further, eye-tracking can give indications about the person’s presence, attention, focus, drowsiness, consciousness or other mental states (Citing Source: http://www.tobii.com/en/about-tobii/what-is-eye-tracking/). This information gives us deep insights into people’s behavior and actions.

In the B2B event space, eye-tracking opens the door for marketers and leadership to understand an attendees’ engagement level. While social media gives attendees the voice to express or communicate online, eye-tracking reveals a new kind of “voice” by exposing behaviors that we might not otherwise notice. For example, a learning station at an event can capture what attendees are specifically looking at onscreen and even determine if they are engaged or not. Through collective research, marketers can narrow down what exactly worked and didn’t work on their learning tool. Maybe it was color or choice of words…or maybe the material was too wordy so attendees lost interest…or maybe something was too distracting. No matter the challenge, eye-tracking has the ability to help marketers re-examine, adjust and try again until there is success.

One of the most obvious benefits of eye-tracking is helping companies understand their consumer. Among a choice of five kids’ cereals that are similar, why does one sell more than the other? What grabs and holds your attention longest? Fortunately, there is a science and eye-tracking helps cut down hours and hours of focus groups and surveys.

Be on the lookout for more eye-tracking developments in 2015. In the meantime, we leave you with *three takeaways on what eye-tracking can tell you in your marketing efforts courtesy of Perception Research Services (PRS).

Do people even see and notice a package on a cluttered shelf, a display in an enormous store – or a link of a cluttered web screen?

Do these marketing efforts hold their attention – or are they quickly bypassed?

Viewing Patterns/Communication Hierarchy
Which specific elements or messages draw attention and are consistently seen/read (and which are frequently overlooked)?  

*Citing Source: Perception Research Services (PRS): http://www.prsresearch.com/prs-insights/article/getting-the-most-from-eye-tracking/).


Webinar Rewind: “Communicating For Results” w/ Karen Colligan

Did you miss the latest webinar “Communicating for Results” presented by Karen Colligan on January 16th?

It’s available for you online to check out: https://invisionevents.webex.com/invisionevents/lsr.php?AT=pb&SP=EC&rID=6262832&rKey=6a87a92330b5e957

Karen Colligan is the creator and founder of PeopleThink, a consulting firm that helps companies invest in their most precious assets – their PEOPLE – to achieve organizational and company success. She has worked in partnership with many of today’s success companies such as Genentech and Twitter.

Karen is also the author of The Get Real Guide to Your Career, a full-service career planning program that helps individuals identify their natural talents, skills and interests to create the career they want.

If you have a great idea for a webinar or if you have a topic that you’d like to present, please email us at bloggers@iv.com.

Webinar: Communicating For Results

Presented by Karen Colligan
Date: Wednesday, January 16th
Time: 11:00am – 11:30am PST

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Communicating for Results

Are there situations when you hold back from saying what you want to say? Or do you say it, but still feel as if you haven’t been heard?  Finding your unique “voice” and developing the confidence to use that voice can have a powerful impact on your career, your relationships and your life.

Join us at InVision’s webinar that will help you tap into your strengths and find the “voice” that will influence others, ensure you are being heard, and help you communicate effectively.

Here’s what you’ll learn:

  • Communication styles and the strengths of each
  • How to determine your style and leverage its strengths
  • How to shift your style based on your audience.

You will walk away with a new technique that will help you communicate with confidence and achieve results.

Logon to the Webex Link Below to Access the Meeting

Event number: 666 420 185
Event password: invision
Event address for attendees: https://invisionevents.webex.com/invisionevents/onstage/g.php?t=a&d=666420185

Teleconference Information

US TOLL: 1-650-479-3207
Access code:  666 420 185

Webinar Rewind: Larry Jacobson Presents “Passion Trumps Fear”

Did you miss the latest webinar “Passion Trumps Fear” presented by Larry Jacobson in December?

It’s available for you online to check out: https://invision.webex.com/invision/lsr.php?AT=pb&SP=MC&rID=31428527&rKey=62053b5a361c848c

If you have a great idea for a webinar or if you have a topic that you’d like present, please email us at bloggers@iv.com.

Webinar Available On-Demand: “How to Build a Personal Brand Using Social Media”

In case you missed Dennis Shiao’s How To Build a Personal Brand Using Social Media webinar held on May 9th, you can watch it on-demand!

Webinar Available On-Demand! Neuroscience: “Why We Do What We Do”

In case you missed Wednesday’s webinar on Neuroscience: “Why We Do What We Do” you can watch it on-demand!

Here’s a word from the guest speaker of this topic, Lynn Randall:

Experience Design Brainiacs

Great event experience design can come from anywhere.  But, truly brilliant experiences grow from understanding the human beings who’ll be consuming what we create.   This is the basis for diving into what may seem an academic and unrelated scientific area of study.  But, peeking into the human brain and applying what you find inside may truly be the stuff of genius.

Let’s start with a basic and easily relatable fact.  We’re social beings.  No really, and truly deep to our core we are all social, because we’re wired that way.  It helped our caveman ancestors survive in the wilds.  Alone they realized they would die, but bonded together in groups they were more likely to live to see another day.

One of our basic human drives is the desire to bond and connect with each other.  We know this, because we receive natural chemical drug hits when we meet someone.  Whether we’re connecting with someone new or catching up with an old friend in-person or online, our bodies release oxytocin. Oxytocin is the naturally occurring chemical that makes us feel content, affectionate, and generally calm.  Doesn’t that make you feel even better about the public service you’re providing as an event professional?  You’re spreading trust and contentment with every welcome reception or final night party you create.

Those aren’t the only emotions upon which we should focus.   Harnessing the power of emotion carries along the greater good of achieving your event’s business goals and objectives.   We always thought that logic and reason were the strong biceps of a business message’s knock-out punch.   Neuroscience tells us that’s just not the case.  It’s actually emotion that creates a much more powerful impact that logic or reason.  Cognition and emotion are closely related and intertwined within our brains. The existence of neural wiring between the thinking and emotional centers of the brain mean that emotions are the gateway to helping or preventing the brain’s ability to retain information and learning.

Another key component to message absorption is that we have to provide our audiences with the grand scheme – the meaning behind our message before we launch into the minute details.   If we aren’t thinking first about the meaning of our message, none of the other facts will stick.  But wait, I’m not completely done with the emotional connection yet.  Because studies have shown that emotional arousal focuses attention on the “gist” of an experience at the expense of peripheral details.  Make sure your audience knows what you mean before you give them the charts, graphs, and lists of details.

These are but a few nuggets of the event design gold that comes with mining the findings of neuroscience.  It’s my hope that these nuggets spark your interest in exploring more of the fascinating world of the human brain and what makes us tick.