Eye-tracking Technology for Interactive Experiences in Digital Signage within Retail from a Marketing Perspective

Sammanfattning: Eye-tracking is a prominent subject with a diverse range of applications. Although the technology is primarily optimized for stationary environments, ongoing technological progress present additional market prospects. Consequently, this report explores potential industries, particularly the retail sector, that would benefit from integrating eye tracking technology. Further, it investigates the technical specifications necessary for the intended market. The report derives its findings from a comprehensive market research, revealing a keen interest in incorporating eye tracking technology within digital signage, where the interest originates from companies seeking to enhance their brand awareness and developing their marketing strategies. The study employs an iterative process of interaction design, employing a prototype, a character-building game, to measure implementation time, and assess variations in implementation based on distance and angle from the eye tracker sensor. The results indicate a limited tracking area, making the technology unsuitable for dynamic environments involving greater distances and wider angles in relation to the screen. Therefore, further development of eye tracking technology is imperative for its integration into digital signage.