{"id":55589,"date":"2022-02-24T04:42:18","date_gmt":"2022-02-24T04:42:18","guid":{"rendered":"https:\/\/eyeware.tech\/?p=55589"},"modified":"2022-02-24T12:04:24","modified_gmt":"2022-02-24T12:04:24","slug":"eye-tracking-costs-roi","status":"publish","type":"post","link":"https:\/\/eyeware.tech\/nl\/blog\/eye-tracking-costs-roi\/","title":{"rendered":"Is Eye Tracking het waard? Het meten van ROI wanneer u experimenteert met Eye Tracking studies in de detailhandel"},"content":{"rendered":"

In the crowded environment that retail has become, staying ahead of competitors and knowing what works (and what doesn\u2019t!) requires many research instruments and new ways of looking at data.<\/span><\/p>\n

One innovative technology that gained traction in market research is 3D eye tracking<\/b> – the process through which the shopper\u2019s gaze and attention are captured, monitored, and analyzed to gain<\/span> shopping behavior insights <\/b>and, in the end, increase sales.<\/span><\/p>\n

Suppose you\u2019re considering eye tracking but still have questions about costs or possible implementation challenges. In that case, we\u2019re here to discuss the ROI of getting shopper data through 3D eye tracking and how to keep costs low and mitigate risks as much as possible through no unnecessary investments.\u00a0<\/span><\/p>\n

These are a few of the challenges our article is aimed at clarifying, dedicated to brands, retailers, or market research agencies still in doubt on whether to apply<\/span>\u00a0eye tracking studies as a way of accessing greater shopper research.<\/b><\/p>\n

Stay tuned and find out what makes an eye tracking study worth your budget, <\/span>why and when your company can take into consideration eye tracking research, at what costs and what can you get out of it.\u00a0<\/b><\/p>\n

Why Is It Worth Using Eye Tracking in Retail?<\/b><\/h2>\n

When talking ROI, <\/span>shopper insights<\/b> can yield more value than a simple math calculation showing how much cash you made from your investment or how fast you recouped the money.\u00a0<\/span><\/p>\n

Unlike other market research techniques, eye tracking can give<\/span> the most unbiased and authentic insight<\/b> into a person\u2019s perceptions and desires.\u00a0<\/span><\/p>\n

Each type of gaze, eye movement, or blinking habit says something about the shopper\u2019s subconscious and real feelings about a product, which can often be done unconsciously at the moment of their first visualization.\u00a0<\/span><\/p>\n

Consequently,<\/span> shopper attention data<\/b><\/a> has become even more valuable than cash analysis because it yields more intimate insights and value<\/b> – it\u2019s pure, untouched by any human post-rationalization. That is precisely why it\u2019s powerful when creating or selling a product for your target consumer.\u00a0<\/span><\/p>\n

Thanks to its rawness, <\/span>attention data can confirm or rule out your market research hypothesis, <\/b>with no room for interpretation or bias. You will know if the change in the product you invested in or the fancy shelf display is worth putting the budget in or not – and that is the kind of insight that powers data-decision making.<\/span><\/p>\n

However, valuable attention data can be hard and expensive to collect if you use the tried methods that have been promoted on the market so far. Most eye tracking technologies imply headgear or glasses that have to be worn by shopper subjects. These devices are pretty intrusive and interfere with natural buying behavior. The good news is that these are not your only options and that you can get the same data for less.<\/span><\/p>\n

How Much Does Eye Tracking Cost?<\/b><\/h2>\n

As an Innovation Manager or Market Research Manager, budget is always an important variable when making decisions. Questions like<\/span> How much should you invest to meet your research objectives? <\/span><\/i>OR <\/span>What is an acceptable price\/quality ratio for eye-tracking systems? These are<\/span><\/i>\u00a0things we hear all the time, with good reason.<\/span><\/p>\n

To have a starting point, <\/span>we will assist you in mapping the eye tracking solutions out there and making a short cost-quality analysis.<\/b><\/p>\n

There are lower-end and high-end eye tracker solutions.\u00a0<\/span><\/p>\n

The price difference comes from:<\/span><\/p>\n