Neuromarketing in Market Research: Eye Tracking Application

8 Pages Posted: 20 Nov 2018

Date Written: September 10, 2015


The goal of this paper is to explore the benefits of neuromarketing, in general, and the eye tracking method, in particular, in market research, and to consider their ethical implications. In an example of a typical case study I will try to show how eye tracking can be deployed to analyse the unconscious visual perception of a TV commercial by the participants in the study. I analysed a TV commercial for readymade soups, in which five different readymade soups where advertised. The sample contains 21 participants. With the help of eye tracking method in “Gazepoint” software we have discovered that one scene drew attention much more than the others. In addition to this, I review the literature on benefits of eye tracking as a complement to more traditional methods. I also present an overview of ethical issues related with this method.

Keywords: neuromarketing, eye tracking, market research, ethics

JEL Classification: M3

Suggested Citation

Ćosić, Dijana, Neuromarketing in Market Research: Eye Tracking Application (September 10, 2015). 2015 ENTRENOVA Conference Proceedings. Available at SSRN:

Dijana Ćosić (Contact Author)

EOS Matrix d.o.o. ( email )


Register to save articles to
your library


Paper statistics

Abstract Views
PlumX Metrics