Independent University Newspaper
Copenhagen Business School

Popular searches:

Independent University Newspaper

Copenhagen Business School

The industry is missing out on the opportunities of eye tracking

Eye tracking technology is the key to unlock the secrets of consumer behavior. That's why Associate Professor, Jesper Clement wants to give companies access to the eye tracking lab at CBS – hoping to create a network for collecting data for future research.

News |   29. May 2017

Anne Thora Lykkegaard


When you stroll down the aisles in the supermarket searching for the groceries on your list, it’s easy to get sidetracked. Colorful and well-designed labels might distract you and lure you into buying everything from organic ketchup to three-layered toilet paper with a scent of lavender.

You don’t have the time or capacity to assess all products on the shelves. And eye tracking research reveals that less than half of the products in category get any attention. So the question is; what makes you choose one product over another? Knowing this is the Holy Grail for most companies in the retail industry.

One way of figuring it out is by using eye tracking as this technology gives a unique insight into people’s visual attention and behavior when they look for products.

The technology is not new, but for a long time, eye tracking has been misused by the industry, explains Jesper Clement, Associate Professor at the Department of Marketing at Copenhagen Business School.

“Eye tracking technology has received a lot of hype. But the results and use of the technology often lack substance. Often, people are being excited by the technology itself. They forget to look into the data and use it to solve marketing challenges,” says Jesper Clement.

That’s why he wants to open up the eye tracking lab at CBS and welcome companies to make use of it.

By using eye tracking glasses, researchers and companies can get insights into for how long and where customers look during shopping. (Photo: Seidi Suurmets)

What people don’t see is the most important

Eye tracking technology primarily gives insight into what people look at, but according to Jesper, this is not necessarily the most interesting.

“Information about what people don’t look at can be very useful for the designer, who has to come up with ideas for a brand’s visual appearance. It’s much cheaper doing it this way than designing a label and testing it at the supermarket,” he says and continues:

“We want to make sure the methods and technology match the needs of the industry, so that they don’t waste their time and money. We want to contribute new knowledge which will be useful for both the industry and academia,” says Jesper Clement.

What Jesper Clement has in mind is a network of different companies that contribute the marketing-related issues that they would like Jesper Clement and his team of researchers to look into. By working with ‘real life’ challenges, they can increase the company’s knowledge of how to optimize their visual brand, and, at the same time, gather new useful data for further research.

Furthermore, this network idea will also bring funds to the eye tracking lab, as companies will have to pay for updates on available technology.

Start-up companies are the best

More specifically, Jesper Clement wants companies who are in the start-up phase to take part in the network. Start-ups would have shared interest in knowing, what sort of design attracts the customer’s attention.

“Two or three generic research questions could be taken into an experimental research design and findings could be presented exclusively for the members of the network. These research questions could entail various aspects related to the effectiveness of marketing materials, ad testing or package design,” Jesper Clement explains.

Jesper Clement stresses that all projects must have academic relevance. Otherwise the CBS Lab becomes a commercial actor which is certainly not the intention. The data from experiments carried out by the researchers in the lab are not only for commercial use.

Findings will be available exclusively for network members for a period of time, after which they will be open for publication. In that way, each project serves many purposes.


Leave a Reply

Your email address will not be published. Required fields are marked *

This site uses Akismet to reduce spam. Learn how your comment data is processed.

The industry is missing out on the opportunities of eye trackingby

  • News

    Student assistant for CBS WIRE

    One day, you’re uploading text and photos, working to make an article look great and preparing the newsletter items. The next, you’re interviewing CBS students or staff about the next hot topic. The university newspaper CBS WIRE is looking for a student who is ready to step up as our new editorial assistant from 11 April 2023 to 10 November 2023.

  • News

    A week in the life of a CBS student

    Want an exclusive glimpse of how another student has organised his everyday life? CBS Wire asked a student to journal what he did for a whole week. Learn about Magnus’ busy life juggling studies, political campaign work, sports – and dating. And tips from a CBS student guidance counsellor on how to structure your day.

  • Blog

    Homesickness – the most unexpected feeling

  • News

    A trip to Italy inspired Francesca and Fannar to open their own pasta boutique

    Thanks to two CBS graduates, Copenhagen now has a pasta boutique where you can buy freshly made pasta. Francesca Tenze and Fannar Hannesson had never thought they would end up running a food business. But, a trip to food-Mecca Bologna inspired them to quit their jobs and start their own company, La Fresca, modelled on the traditional Italian concept.

  • News

    CBS Associate Professor starts YouTube channel on compliance: “We must communicate research differently”

    For Associate Professor Kalle Johannes Rose, his YouTube channel about risk-based compliance serves many purposes. It is both a personal tool to help him structure and explain the material as well as an opportunity to reach out to people working with compliance and for them to ask questions before he finishes a new book. He believes that researchers should think differently about how they communicate their research, and that CBS could do a better job of helping them.

  • News

    Three emails revive old conflict between CBS and course company Aspiri

    Several students have received emails from the course company Aspiri asking for their Canvas password in return for free courses. The CBS legal department warns students against giving away their passwords – it compromises IT security and is illegal.

  • Gif of the week
  • News

    Start-up founded in a CBS entrepreneurial class sells for millions

    What started as a business case in class - AI for solving GDPR issues - has turned into fulltime employment and a multi-million kroner deal for two former CBS students.

Follow CBS students studying abroad

CBS WIRE collaborates with

Stay connected