A Novel AI Based Neuromarketing Technique for Eye Tracking on Printed Promotions

Abstract

This research introduces a novel Eye Tracking technique with the help of Artificial Intelligence techniques like Computer Vision for Printed Promotions. In addition to that , It also measures the attention and engagement of the consumers’ toward printed promotions by processing the eye tracking. Empirical research was conducted in the three most populated cities of Gujarat with respect to the urban population. The cities were Ahmedabad, Surat and Vadodara. Initially, a pilot study was conducted with a sample size of 10 participants spread over the three cities. The purpose of this pilot study was to capture the eye tracking data of the participants and calculating the attention and engagement of the participant for the printed promotion of the Electric Vehicle Domain. After analysis of the collected Eye Tracking data, Attention and engagement was measured. Based on the results of the pilot study, the final construct was developed. Ind addition that, The same 10 participants were asked to see the printed promotion and Eye Tracking was performed using the four proprietary techniques i.e. of 3MVAS,RealEye,Gazerecorder and Entropik organization and Attention and Engagement was recorded. For the final research, a total sample of 80 was considered valid from across the selected cities. The purpose of this research was to introduce a Novel AI based algorithm and to measure the Attention and Engagement Level of participants ,with the newly proposed algorithm i.e. ADGaze. The same printed promotion was shown to the same participates and eye tracking was performed by ADGaze and other four other proprietary algorithms of the companies like 3MVAS,RealEye,Gazerecorder and Entropik and then Attention and Engagement level was measured using the ADGaze and for other techniques, It was recorded participant wise. The research culminated in some important findings : like Attention and Engagement was totally different for the participants in the case of all the mentioned techniques. In some cases, Engagement was more but attention was less for the participants. Finally, It was also found that the total time duration which is taken by the novel Eye Tracking technique i.e. ADGaze is the lowest one in comparison with other mentioned proprietary techniques. Even more sophisticated AI methods can be developed based on the existing data of Eye Tracking and Attention and Engagement can also be predicted.