The application of eye-tracking technology can be extremely significant for optimizing visual content that companies direct towards potential consumers or target audiences.
This was stated by the Executive Director of DeFacto Consultancy and the coordinator of the Montenegrin Social Science Lab – MSSLab project, Stevan Kandić, in an interview with Prva Television. He explained that eye-tracking is an advanced technology that records eye movements, i.e., the reflection of infrared rays.
“The eyetracker is in front of you as you look at a specific visual content. It can be a website, visual, billboard, or advertisement. Eyetracking significantly helps us optimize the content we want to display to consumers or a target audience,” said Kandić.
He emphasized that the optimization of visual content has become particularly important during the Covid pandemic. “A large part of commerce and other economic activities is shifting to the online sphere. In the eyes of consumers, the difference between you and another potential supplier of a certain item is actually how appealing the content is in the first instance,” Kandić noted.
As he explained, eyetracking technology is applied in the field of communications, especially in marketing and design, as well as in political communication and sociology.
“With the use of an eyetracker, you can measure the reactions of potential voters to your party’s campaign ad. Also, how your website looks, which is of great use to companies in the IT sector,” Kandić said.
The project implementation began in March 2020 and lasts for 18 months, with the commercialization of this technology starting in November 2021.