1. Explain key concepts in eye-tracking research (facial recognition research). Discuss how this area of research can be applied to better understand consumer behavior and develop marketing strategies.

 

Eye-tracking research has become one of the most important research methods that marketers utilize in conducting their market research for customers. It contributes to the easier achievement of the marketing goals as well as the overall company goals and objectives.

Step-by-step explanation

Some key concepts in the eye-tracking research by marketers include pupil dilation and the pupil movement of a person. Generally, the main eye movements that the researchers focus on is eye fixations and saccades. Fixations are related to the stabilization of a person's retina while getting information or opinion. On the other hand, saccades are related to the movement of a person's eye during research.

This area can be of great importance when it comes to understanding customer behavior and the development of marketing strategies. Through eye communication, researchers are able to understand customer reactions or opinions towards the products being marketed. Besides, the eye is an important non-verbal communication tool that can initiate big decisions by marketers. Maintaining eye contact would mean that the customer is interested in your information, while constant movements would mean that the customer is really comfortable.