Abstract:

The case describes the application of the Eye Tracking neurophysiologic technology in the advertising evaluation of Aceite Z with Super Fry, product of the multinational Team Foods. The television commercial created to halt the product's drop in sales was evaluated both in its finished version as well as in animatic, which allowed testing the tool's applicability in both scenarios. The case includes the successful migration of an evaluation methodology being used by the company, to the use of neurophysiology through the homologation of the measuring standards, producing positive sales results for the brand.