2023. January 11. 11:48
Neuromarketing tools, such as the eye tracking, are playing an increasingly important role in consumer behaviour research. In recent years, interest in the technology has grown significantly. We show how.
The role of development
As in many sectors, market research needs continuous innovation. It is not enough to use tried and tested solutions, as the demand for higher quality and more data and technological advances require constant improvement. This is confirmed by GreenBook's annual summary of the latest innovative methods and their changing rates in the sector.
The emergence of the coronavirus has brought new innovations in many areas, which at first seemed more of a challenge and a complicating factor than the start of something new. In many respects, however, it was an opportunity for progress. Not surprisingly, it has also brought changes in the market research industry, if we only think of the growing importance of online techniques.
And recent summaries of the GRIT Report also show that openness to innovative methods has increased.
WHY?
The pandemic has brought uncertainty not only for individuals but also for businesses. In such a situation, information is the key to survival, and research is the key to information. The more a company knows about changing consumer needs, the easier it can react, which is critical in an uncertain situation.
Latest tendencies
Each year, the GRIT Report provides information on, among other things, the openness and use of innovative research tools by service providers and clients.
According to the latest summary, 42% of research agencies and 40% of clients use or plan to use them in their research. This places the tool eighth on the list of emerging market research methods.
Source: GRIT IP Report 3.3.22.pdf
More expressive information than the chart illustrating only 2022 data is provided by the summary table comparing the year-on-year results on the use of eye cameras, starting from 2014 data. The chart illustrates the increasing trend in device usage for both segments, in addition to the rise following the emergence of the pandemic, with several primary reasons being the vulnerability caused by the virus outbreak mentioned earlier. It would be nice to have a graph of the overall picture here, but it is not a table, rather a chart
More about customers...
The use of eye-tracking has basically grown on the customer side since 2014, with the exception of 2015. However, it should be highlighted that the years following the emergence of the virus have seen a higher growth than before, which, in addition to the vulnerability mentioned above, is also due to the natural spread of the measurement process using the eye camera. Further observations show that the basic motivations of customers include expansion and value creation, which have also contributed to the increase in demand for modern technological equipment.
... and about the agencies
Compared to the results on the client side, we see a very similar trend on the service provider side, perhaps best captured by the different motivational background. Operational efficiency in both data collection and data processing is the primary goal of suppliers.
What we see
Although the pandemic has led to a significant increase in the importance of online techniques (including completely new solutions and those traditionally done in person but shifted to online platforms), there seems to be a continued openness to innovative tools. And we expect that these effects will reinforce each other, as different research methods used together will produce even more exciting results.