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 study — out 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.
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