Tom aged two and a half plays teletubbies - video from 2004 - see if you can see his choices before he makes them - simple demonstration of the power of eye tracking.

This is my son 5 years ago - and my favourite demo ever of eyetracking - I use it all the time and must have show it hundreds of times now - time to release it to the wider world to view. Read the rest of this entry »

I am often asked how the eyetrackers work (second only to why the name Bunnyfoot?) - so here it is - in essence it is really simple - a digital camera videos your pupils (the holes that let light into your eye) and a computer works out where you are looking based on the video images.

Well there is a little bit more to it than that (not much though):

The infrared diodes shine light on the person in front of the eyetracker (it’s 14 times less strong than that emitted from a TV remote - so doesn’t burn their eyes out).

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How do you measure the effectiveness of your in-game ad investment?
Do you need to know accurate performance and brand engagement metrics?

It is not just about brand awareness or brand recall anymore, the new era of digital innovation provides us with an array of rich media to communicate with the increasingly cynical consumer. Games offer a huge untapped market with a broader profile than typically assumed. 59% of the UK population (26.5million) are gamers and 45% of those are women! Playing games is not just a nerdy boy thing anymore. Read the rest of this entry »

How do you choose between different creatives? It helps greatly if you can get answers to the following:

• Is the creative going to make consumers look at the brand and the product?
• Which creative will have better brand recall?
• Which creative has the clearest marketing message?
• Under realistic circumstances will the key messaging get through at all? Do they get the message from the limited time exposure? Read the rest of this entry »
  Tags: Eyetracking, Usability, Usability testing