In the Spotlight - latest thinking and recommendations on creative research techniques
In the Spotlight is a new series giving our latest thinking and recommendations on creative research techniques. Each issue focuses on a key research technique, exploring its strengths and any weaknesses and demonstrates how we apply the technique to greatest effect within the Financial Services markets.
Latest Issue
Eye tracking - Pinpoint what is drawing consumers’ eyes
Conventional research helps companies uncover consumers’ reactions to advertising messages, but eye tracking can pinpoint exactly what in the environment is standing out and catching consumers’ attention.
This article discusses which technique works best in exploring consumer responses to all types of communications and promotional environments. Read more on Eye Tracking...
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Nick Watkins
Managing Director
+44 (0) 20 7890 9190
nick.watkins@gfk.com