- Why Eye-Tracking Research Seeks for a Second Dimension
Why Eye-Tracking Research Seeks for a Second Dimension
Jürgen Bluhm has more than 25 years of experience researching marketing and virtual shopping with eye-tracking. His latest work integrates virtual shopping with eye-tracking methodology and other biometric measurements like EEG, GSR, NIRS, etc. He has been consulting companies worldwide in different areas of market research based on eye-tracking and biometric analyses and worked in Germany with Tobii, a leading provider of eye-tracking systems (Stockholm, Sweden). Moreover, he is teaching as a university lecturer at Campus M21 in Munich and the Munich University of Applied Sciences brand image research, advertising, brand tracking, advertisement pre-testing and post-tests as well as new-product research. We talked with Jürgen Bluhm about current applications of eye-tracking and why additional biometric data is becoming more important in this field.