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Students use eye-tracking study to find best Super Bowl Ad

Their research combines eye tracking and EEG to determine engagement

OREM (News4Utah) - While Peter Dinklage and Morgan Freeman rap-battle their way through a Doritos and Mountain Dew commercial, UVU students strap on EEG equipment to see just how engaging that commercial is. 

Vivint SMARTLab director Paul Dishman Ph.D. explains, "For this study we are using eye tracking technology and EEG, measuring where people look on the screen and how engaged people are at that moment in the ad."

The research coming out of this lab tells marketers what they're doing right and where they can improve. Their methods work for television ads, still ads, and more. 

Find out more about the study and the SMARTLab on their website

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