Eye Spy

Point-of-purchase advertising is so important that it has become the fifth largest advertising budget expenditure—but are we successfully measuring the results of these campaigns? In new research highlighted in this article, "Eye Spy: Do We Know What We Look At? An Eye-Tracking Study of Visual Attention and Memory for Brands at the Point of Purchase," on INSEAD Knowledge, Pierre Chandon suggests that traditional brand recall scores can produce flawed results. The problem? Consumers have bad memory recall in these settings. Chandon, an INSEAD assistant professor of marketing, says marketers should instead explore eye-tracking data to better measure if POP is attracting eyeballs. Free registration is required to access content on this site.