TESTING EYE TRACKING METRICS IN SPECTACLE FRAMES’ CUSTOMER PREFERENCES

Maria Roxana ENE, Sabina Alina POTRA, Adrian Pavel PUGNA, Romeo NEGREA

Abstract


Eye-tracking is becoming increasingly popular in all fields of activity, helping companies to understand customers’ visual attention, to create valuable products and services, according to their customers’ needs and desires. Nevertheless, this unconventional research method is still in the early development stage in the neuromarketing domain. For many practitioners, it's many metrics that are confusing, and each of them is debatable in their reliability to adequately analyse customer preferences. This paper aims to analyse whether eye-tracking represents a reliable source of information in understanding customers’ preferences in spectacle frames, namely, to test through statistical analysis the most appreciated eye-tracking metrics and to determine which one is suited for customer preference assessment.


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