IDRC IRIS

Eye-Tracking and Gaze Analysis for Consumer & Market

Using our eyes to understand the world around is so natural and effortless that we don’t even think about it. The ‘experiment of seeing’ is free of external interfaces and subjectivity, and so can yield the most unbiased results. It is the closest proxy to consumers’ mental perception, and their focus & attention.

Current packaging & communication research methods lack the ability to measure the level of consumers’ focus & attention on each element of the design. Instead, they depend on participants’ subjective abilities to describe in words, what they see and recall from memory. Methods also depend on researchers’ interpretation of the responses. Even the most carefully designed tests loose crucial information and are riddled with biases and corrupting dependencies.

IDRC offers to fill these gaps through eye-tracking and gaze analysis capability using custom hardware, software, and analytics, to augment your existing researches’ output, and measure your appeal & effectiveness of your product designs, communications, and shelf-layouts. We do so by tracking respondents’ eyes to record gaze sequences and build gaze heat-maps as they spend time looking at various elements of the design copy.

IDRC’s set-up is quick & inexpensive, fits flexibly format into your existing researches. We achieve this by installing our custom hardware kit at your research location, collecting and analysing the data using our software, and analytics tools. (Controlled test environments can currently be setup at two weeks’ notice).

The technique be applied to researching package designs, posters & advertisements (print & digital), web-pages, mobile-apps, and shelf layouts (currently under testing).

A typical deployment of IDRC’s hardware kit for two days, collection of data from 40 participants, and subsequent post-processing of collected data within one week to deliver the gaze heat-maps, is offered for a fee of USD 2400, all inclusive. Other tailored/customised formats may be discussed.

IDRC is a consulting expert in the inter-discipline of quant modeling, data analytics, scientific computing, data visualization, and applied technology. Contact IDRC at info@idrcglobal.com. For frequent updates, follow IDRC on LinkedIn.