The use of eye tracking in marketing research

This bachelor thesis deals with the use of the eye camera in marketing research. The introductory part focuses on the basics of eye physiology, which are necessary for understanding the principles of eye tracking. This is followed by an introduction to the process of measuring the path of vision, its history and the development of methods. It introduces the reader to the eye camera and its most important parameters and introduces him to examples of practical use of eye tracking in various areas. It also describes the capabilities and limitations of the eye camera, the possibilities of combination with other research methods and, last but not least, it also contains a practical demonstration of the possibilities of analysis and visualization of measured data. Then it looks at eye tracking in the context of marketing and visual perception and introduces the reader to the application of the eye camera in various areas of marketing research. The practical part aims to bring the reader closer to the practical side of eye-tracking. Through a specific example, it shows what such research looks like and what it entails. From experiment design planning to data analysis and interpretation. The research examines the general phenomenon of the influence of the direction of the model's view on the effectiveness..