This thesis studies the possibilities of eye-tracking as a cost-effective tool in neuromarketing. Neuromarketing may seem like a difficult concept to understand, but the study proved that neuromarketing can be used by marketeers without further resources, technology, or technical skills.
The study was performed as qualitative research that applied the methods observation and experiment. The study was based on the theory about neuromarketing and its techniques, as well as neuromarketing in relation to traditional market research methods. The study compared a free eye-tracking tool with a paid tool, to research the reliability of the free tool when used with self-created marketing material. The eye- racking result also tested the hypothesis of how well-functioning and attractive marketing posters are created. Eight people participated in the eye-tracking measurement, four with the free tool and four with the paid tool. Both the results of the eye-tracking measurement and the functionality of the tools were analyzed in a thorough comparative analysis, which proved that the free eye-tracking tool is a well-functioning tool in marketing that can be used in designing and creating marketing materials, packaging and website design. Eye-tracking is applied most effectively if it is combined with a traditional market
research method, such as a survey or interview.

Eye-tracking as a cost-effective tool in neuromarketing

The aim of the study was to investigate the potential of the eye-tracking tool as a a cost-effective tool in neuromarketing. The study compared a
free tool with a paid tool, to find out whether the results show equal or
similar independent tools. Eight participants’ gazes were measured, four with one tool and four with the other tool, and the material used in the survey was created by me. The results of the eye-tracking measurements showed similar results in both tools, and I am satisfied with the functionality of the tools in the survey. The measurement results showed that participants’ eyes moved across the marketing materials in the way I expected, based on theory about what attractive and effective marketing posters should look like. With further research, the study could be developed and the results deepened. The research shows that the free tool GazeRecorder is a good alternative as cost-effective tool in neuromarketing, and can be used in creating marketing materials, packaging design or even websites. The eye-tracking tool is best applied in marketing combined with traditional marketing research methods, such as surveys or interviews.

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