Abstract:

Eye movement research has been used in Marketing Research for many years. However, recent advancements in fiber optics, digital processing and advanced electronics have made possible giant steps forward from the old days of "eye cameras". Burke Marketing Services, Inc. in the U.S. has invested over a year of time and nearly a million dollars to enhance and integrate all this technology into one system for package testing and print advertising research. This state-of-the-art machine is reliable, economical and, above all, precise. The Burke system uses an ultra-light image guide attaching to the eyeglass frame. This solves the old problems of heavy equipment with bite bars, forehead restraints, and respondent's head movement. In addition, the system includes a minicomputer which paces the stimulus material for the respondent, and records and displays eye movement automatically through a dual disk drive system. This also improves the accuracy and removes any necessity for operator's judgement in calibration and tracking.