Eye-tracking is an analytical and research tool that helps firms gauge the customers’ visual attention. Technologies like the Tobii eye tracker help observe the dilation of the pupil, movement of eyes, and the number of times eyes have blinked to know where the person concerned lends his focus, what catches their interest, engages them, and what repulsed them.
The result drawn from the analysis helps the researchers draw a relationship between the customer’s purchasing behavior and visual attention. The relationship propels the firms to determine their marketing, advertising strategies.
Cons Of Using Eye-Tracking Technology
Several eye-tracking types, such as eye tracker glasses, computer eye monitors, etc. All this equipment harbors its pros and cons. Eye tracker glasses, for instance, allow the collection of data in a much more open environment as users can quickly wear them while shopping.
Till now, we learned enough about eye tracking, and it’s pretty evident to conclude that Tobii eye tracker technology is mounted with several benefits. And, of course, that is one undeniable fact.
But like each coin has two flip sides, the eye-tracking system also has some shortcomings. So, let’s see what they are.
Costly equipment
One aspect that makes the firms hesitant about using the eye-tracking system is its expensive equipment. It is not economical to outfit a lab with eye-tracking devices. You will be amused to know that even the biggest tech companies such as Google have outfitted only labs amongst many of theirs.
Moreover, even if you purchase the equipment, you would have to shoulder the expenses of training people on how to use it, which is undoubtedly a costly affair.
Equipment not compatible for every user
Working with an eye tracker may not be that easy-going task. The mechanics and design of the tracker are such that it automatically keeps certain types of customers outside the purview of tracking.
For instance, those equipped with long eyelashes or who wear contact lenses cannot be considered candidates.
Time-consuming
Organizing a participant set up and then calibrating the equipment can take time. This, in turn, can lead to the loss of attention in the user and divert his focus away from the user.
The problem of Midas touch
Each eye movement doesn’t need to mean something. It can land you in a problem. Sometimes, the eye movements are unintentional and passive, and if not carefully inspected and analyzed, the firms may end up launching incongruent responses to their actions.
In terms of eye movements, it is known as the Midas touch problem. The immediate problem with eye-tracking is that people are unfamiliar with operating devices.
Final Overview
Eye-tracking is an effective way to read the audience’s behavior, their interest, and whatnot. It helps the firms to understand how they can make changes in their products or strategies to grab their eye. However, there are some cons to eye-tracking technology.
It is expensive, but it may deflect you from the accurate response, not compatible with every user. But that doesn’t mean it is entirely disadvantageous.
Some companies like Link Assistive offer some of the best eye tracker equipment that helps you to meet your requirements and do thorough research!
