What is eye-tracking?

What do potential donors see when they look at your fundraising campaign materials? Eye-tracking is one way to find out for sure.

Eye-tracking uses the latest technology to see exactly where respondents look – and don’t look – when they are presented with a stimulus.

What can eye-tracking tell us?

Eye-tracking is a great way to find out whether your fundraising campaign materials are effective at their most basic task: drawing attention to key information. Eye-tracking is a foolproof way to know for sure if people are seeing what they need to see to make a decision (and a donation).

Beyond that, eye-tracking is an important tool to understand what elements draw attention – and what is being overlooked.

At Moore DM Group’s Neuro-Fundraising Lab, we overlay eye-tracking data from multiple respondents to create a heat map, which gives us aggregated data to understandwhere the majority of people will fixate, and what they might miss, during your DRTV commercial or while looking at your direct mail materials.

How does eye-tracking work?

The eye-tracking device uses near-infrared lights to track the movement of the cornea through the pupil, and records these movements with a camera. Because the technology syncs with our software, we can view in real time (and record for later analysis) exactly where on a screen a person is looking, and for how long.

At the Moore DM Group Neuro-Fundraising Lab we have two different types of eye-tracking devices.

  • Tobii 2 – This is for use with videos, digital ads, websites, or any other stimulus that is presented on a computer screen.
  • Tobii 2 Eyeglasses – This is for use in live environment settings like direct mail, events, or other situations where the respondent isn’t looking at a screen.

How can eye-tracking help your organization?

Eye-tracking is a great way to get answers to questions like:

  • Where did each respondent look and for how long? Where did they fixate?
  • Were respondents distracted from key information by other, less relevant images or text?
  • On the whole, where did respondents fixate for the longest period of time? Is this aggregated fixation where it should be to maximize the effectiveness of your message?

In addition, we overlay eye-tracking information with biometrics from our other devices (including the GSR, EEG, and facial analysis), which allows us to see not only what people were looking at but how engaged they were and whether their emotions were roused by what they saw.

Want to learn more?

There are many articles and books on the science behind eye-tracking. We like this one as a great way to learn more:

Contact us today to find out how Moore DM Group’s Neuro-Fundraising Lab can put our eye-tracking technology to work for your organization.