At any given moment, our brain is receiving a great deal of visual information from our surrounding environment – changes in visual space, colours, shapes, and movement of objects. We take in so much visual information that our brain selectively filters out unimportant visual data and stores it in our subconscious memory.
Not to be dismissed, the subconscious mind has a great impact on our decision-making, thoughts, and behavior. Whether its browsing a website, glancing at an advertisement, or navigating a shopping aisle, visual information filtered into our subconscious memory influences how we react in these environments.
If the subconscious mind affects a person’s behavior with, or perceptions of, an environment (either physical or virtual), then it makes sense to understand it. In this instance, traditional research methods, such as focus groups, depth interviews, surveys, digital analytics, accompanied shops and intercepts, are limited in helping us understand subconscious reactions and behaviors. So, how do we measure the subconscious?
Our eyes process approximately 300 frames per second – processing visual information at every point. By measuring where someone is looking at each frame, allows us to detect elements in the environment that people visually perceive but may not be able to recall or remember – this is what our brain has processed into subconscious memory.
Eye tracking, as a research technique, enables us to measure each individual point at which our brain processes a piece of visual information. Replaying people’s eye movements back to them (a research method known as Retrospective Think Aloud) assists people to become consciously aware of these elements – that is, bringing these elements back into consciousness.
Shopping, for example, is largely a subconscious process, where behavior unfolds as a result of perception of visuals and other cues in the environment. By using eye tracking, we are able to objectively measure how customers respond to these cues, which our brain often filters into the unconscious mind. In such instances, eye tracking has enabled us to capture both the conscious and unconscious response to visual stimuli and provide deeper customer insights and understanding.
Incorporating eye tracking into research studies involving human interactions with systems or environments has allowed us greater insight into people’s subconscious. More importantly, eye-tracking data has provided an objective and more detailed view of actual behavior.
Objective Digital are leaders in using eye tracking technology to uncover unconscious insights which can be decoded to improve the customer experience. Having worked with large financial institutions, telco’s, retailers, travel companies, government bodies and universities, our team is equipped with a wealth of knowledge across all aspects of customer experience.