There is a huge difference between eye tracking as performed by Rogil and so-called web tracking. Whereas Rogil eye tracking is a powerful method to objectively measure eye movements with great precision and through the use of highly advanced technology, web tracking is nothing but detecting a person’s gaze direction using a simple webcam.

1. EYE-TRACKING VERSUS WEBTRACKING
Ludovic Depoortere – ROGIL SENSORY & MARKETING RESEARCH

3. TECHNOLOGY
120
HZ
10
HZ

4. Iris Pupil
Hoornvlies
Voorste oogkamer Achterste oogkamer
Lens
Netvlies
Vaatvlies
Harde oogrok
Glasachtig lichaam
Blinde vlek
Optische zenuw
Gele vlek & Fovea centralis

5. WHY GIVE CONSUMER TASKS ?

6. CASE VICTORIA SECRET

8. WEB-TRACKING = RAW GAZE DATA – LARGE ERROR
Focus point
between heads?
All faces
same
intensity ?
SOURCE: DE STANDAARD

9. RELATIVE ATTENTION SHOWS WHAT REALLY IS FOCUSED ON
ROGIL HEATMAP (RELATIVE ATTENTION)

10. READING PATTERN, ONLY WITH HIGH TECH POSSIBLE
1.
10%
2.
9%
22%
3.
2.
1. 11%
64%
8%
2.
10