Tobii Pro employs its eye-trackers to find out what attracts attention in a car showroom

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This is the first public data from a showroom study using Tobii’s glasses.

Please visit Marketing Land for the full article.

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When potential buyers go into a car showroom, car brands have 20-second windows of attention to make the sale.

That’s one of the takeaways from an eye-tracking studyout this week — that was conducted by eye-tracking researcher Tobii Pro, Toyota Canada and conference provider Dx3 Canada. The study took place at a mock car showroom created at the Dx3 marketing conference this past March in Toronto, which included a Corolla, a RAV4, pretend salespeople and promotional displays.

Tobii Pro Insight Senior Research Director Mike Bartels told me this is “the first marketing showroom data that Tobii has made publicly available,” although his company has conducted other confidential showroom studies.

[Read the full article on MarTech Today.]


About The Author

Barry Levine covers marketing technology for Third Door Media. Previously, he covered this space as a Senior Writer for VentureBeat, and he has written about these and other tech subjects for such publications as CMSWire and NewsFactor. He founded and led the web site/unit at PBS station Thirteen/WNET; worked as an online Senior Producer/writer for Viacom; created a successful interactive game, PLAY IT BY EAR: The First CD Game; founded and led an independent film showcase, CENTER SCREEN, based at Harvard and M.I.T.; and served over five years as a consultant to the M.I.T. Media Lab. You can find him at LinkedIn, and on Twitter at xBarryLevine.


 

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