Supply and Support of Eye Tracking Equipment

The Behavioural Lab at the UCD Michael Smurfit Graduate Business School will use the eye tracking systems to support marketing and business research on consumer attention, decision making and user experience, as well as postgraduate teaching in these areas. The equipment will be used in lab based experiments with screen-based stimuli , for example advertising, websites, packaging, financial interfaces and in real world or semi naturalistic environments, for example retail settings and product trials. The system will also be integrated with other neuromarketing infrastructures such as EEG, GSR and other physiological sensors to enable multi-modal data collection.

The objective is to provide a robust, long-term platform that can be used across multiple research projects and programmes, delivering clear value for money for the university.