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/).


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How to Build a Personal Brand Using Social Media (and Why It’s Important)

Presented by Dennis Shiao

Businesses have successfully utilized social media to generate awareness, find sales prospects, sell product and engage with customers. As an individual, does social media “really matter,” or is it sufficient to connect with friends on Facebook? In this online presentation, Dennis Shiao describes how social media can help you advance your career and find new business opportunities. He’ll provide you with actionable tips that you can put to use right away – and start building your personal brand.

Neuroscience: “Why We Do What We Do”

Presented by Lynn Randall

Events are inherently social. So are people. We receive boosts of a chemical known as oxytocin when we connect with friends or meet someone new. Optimizing social aspects of event design to increase oxytocin boosts floods our attendees with warm, positive, comfort. We’re doing everyone a favor! In this online presentation, Lynn Randall takes you through the power of neuroscience and tips on how to design event experiences to include emotional impact that makes your content and messaging more long-lasting.

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