Eye Tracking

Merchant Mechanics' state-of-the-art eye tracking services, known as RF|COG™, are essential for clients who need to understand exactly how a consumer sees their environment. Using low profile, portable eye tracking equipment on a sample of shoppers within a space, we assess what, where, when specific test elements are attended to or ignored. In addition to understanding the dynamics of visual attention, our team utilizes the power of pupillometric responses of the eye in order to assess shopper's levels of arousal and engagement to specific test elements.

Our team's combined background in behavioral psychology and cognitive neuroscience helps to utilize eye tracking data to uncover why shoppers are attracted to and engaged with certain products, packaging, fixtures or signage.

Understanding why patterns of visual attention and engagement occur enables our clients to make actionable changes to optimize visual media content in order to best attract and maintain consumer attention.