Technology to trace path of eyes
The U.K.'s Royal Mail recently made headlines after it introduced a brand new system to better track how people respond to printed materials.
Mail Media Centre will use a a new eye-tracker system to study how consumers respond to direct mail materials, monitoring the movements of eyes, to see what gains the most attention. The government mail system will use technology from eyetracker, which will use a variety or approaches to get a good idea of what customers respond to.
"Eye-tracking has become widely accepted as a valuable research tool, however running one off bespoke studies can be relatively expensive," said eye-tracker executive Iain Janes in a statement. "By working closely with Mail Media Centre we have been able to develop a service where the fixed costs are spread over a number of clients."
Royal Mail made other headlines recently when it announced a new door-to-door strategy. In a recent interview with U Talk Marketing, Phillip Rickets, who leads the campaign, said, "Combining the strengths of mail" and other technology could help businesses increase profits by using technology that could include address validation software.