FocusTrack™

SRI’s eye tracking approach is a novel methodology used to gain unique insights into respondent behavior by analyzing visual attention and emotional responses during research studies. Eye tracking tracks where and for how long respondents focus on stimuli, using devices including webcams depending on study needs. The approach offers advantages over traditional market research by revealing emotional states such as happiness, surprise, puzzlement, and joy through continuous monitoring, which can inform how different parts of visual aids or communications evoke desired emotions. Visual outputs include heat maps showing attention hotspots and emotion scores reflecting positive or negative reactions over time. Eye tracking is applicable in prioritizing elements of core visual aids, comparative AB testing, testing direct-to-consumer campaigns, branded/unbranded websites, banner ads, and third-party promotions. These insights help optimize stimuli arrangement to improve intuitive understanding and emotional engagement across a variety of marketing materials.