MRSS India's SMI eye tracking glasses to map consumer behaviour

By afaqs! news bureau , afaqs!, New Delhi | In Marketing | September 15, 2014
Eye tracking allows pre-testing by measuring what the TG see and improve on impact before the launch of a product/service.

Market research firm, MRSS (Majestic Market Research Support Services) India has selected eye tracking glasses from Germany's Senso Motoric Instruments for its research studies. The 60Hz eye tracking glass is used to understand purchase behaviour, website refinements and ad evaluation (in print, digital and TV). The product will help MRSS to study consumer behaviour, improve communication strategies and adding significant value to consumer insight.

Eye tracking allows pre-testing by measuring what the target audiences see and improve on impact before the launch. It helps understand user behaviour and optimise visual communication to fulfill marketing goals.

L to R: Sarang Panchal with Raj Sharma

"Eye tracking products are powerful tools in market research, they are a reflection of our continued commitment to leverage technology in Market Research to enhance the quality of insights available to our clients," states Raj Sharma, co-founder & president (Global) of Majestic MRSS.

Sarang Panchal, CEO, MRSS India states, "Research, all over the world, is moving from claimed consumer responses to real time metrics. Hence, rather than merely taking consumer response, we use technology to show what caught attention."

Established in 1992, MRSS is one of the largest Independent full service market research firms in Asia.Present in 18 countries of west Asia, south Asia, APAC and Australia, Majestic MRSS specialises in multi-country research.

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