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Can Eye Trackers and EEG Be Used by Small-Medium Marketing and Advertising Agencies? A Qualitative Study

In: Advances in Digital Marketing and eCommerce

Author

Listed:
  • Ioanna Yfantidou

    (Liverpool John Moores University)

  • Kyriakos Riskos

    (International Hellenic University)

  • George Tsourvakas

    (National and Kapodistrian University of Athens)

Abstract

The objective of this article is to evaluate whether neuromarketing tools, like eye trackers and electroegephalography (EEG), in the form of an integrated software system (NeuroMkt) can be used by small-medium marketing agencies to evaluate their clients’ marketing material. Results that are based on physiological responses are more valid compared to results that are based on customers’ self-reported data. However, with the specialized knowledge that is required to use neuromarketing tools, it is uncertain whether marketers can embrace this change in the marketing field. The findings of this study provide evidence that small-medium marketing agencies are really interested in gaining information about eye trackers and EEG and if the cost is permittable they are willing to use them in the near future. However, a crucial factor for using such tools is whether their clients openness towards the use of such methods in their campaigns. Small-medium marketing admit that lack of appropriate knowledge to clearly understand results and outputs of eye tracking and EEG is a caveat for using such methods. Therefore, they require simple and easy to understand information from future neuromarketing software. This study is part of a research project around the evaluation of a neuromarketing system to improve the promotion of groceries.

Suggested Citation

  • Ioanna Yfantidou & Kyriakos Riskos & George Tsourvakas, 2022. "Can Eye Trackers and EEG Be Used by Small-Medium Marketing and Advertising Agencies? A Qualitative Study," Springer Proceedings in Business and Economics, in: Francisco J. Martínez-López & Luis F. Martinez (ed.), Advances in Digital Marketing and eCommerce, pages 164-170, Springer.
    • Handle: RePEc:spr:prbchp:978-3-031-05728-1_19
    DOI: 10.1007/978-3-031-05728-1_19
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