Peter Brawn has a PhD in Psychology and is a fellow of Harvard Medical School. In 1998, he set up an eye tracking lab at Harvard Medical School before moving to Australia to establish a commercial eye tracking service. He has run a variety of commercial projects from optimising digital marketing and user experience, shopper research, and the MOVE m...easurement system. My time in the digital industry: 12 years My mission at Gateway Research: Our company mission is to transform the market research industry by providing innovative, evidence-based and real world research. My special blog topics: Advertising research & optimisation, Audience measurement, Usability and Customer Experience Digital trend I'm most excited about: Online shopping Brand whose marketing I admire: Saab Favourite digital campaign of all times: The SCA virus on the commodore Amiga. Digital tool/gadget I cannot live without: My iPhone - it's like the 'Commlock' from Space 1999 made real... If I wasn't working in digital, I would be...: Stay at home dad. More

5 Marketing Lessons from Eye tracking

5 Marketing Lessons from Eye tracking

The potential for eye tracking research has exploded in the last ten to fifteen years. My first eye tracker system had a control unit that was the size of a fridge and took two people to lift. My desk had to be specially reinforced, and I lived in fear of accidentally being crushed by the weight of it. Fast-forward to 2014 and eye trackers can fit in the palm of your hand. These days, eye tracking systems are so convenient to operate, easy to use and have no end to their application and ability to uncover significant insights.

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