Each bit of content is geared towards a goal for communication. But are you achieving it?
Let’s say you are making a funny video commercial and you just measure emotions. Your result shows that people didn’t laugh but you are now left in the dark because you wonder ‘why’.
- Did they not get the joke?
- Did they miss an important part in the video that was the punchline?
These questions can only be answered with eye tracking.
But the same hold the other way around by using just eye tracking. What if people saw everything you wanted them to see? You still wonder if it had the emotional effect you wanted.
That’s why we measure all of these together. No more guessing, no more uncertainty.
Have a look out our case studies to see what the results look like and what they can mean to you.