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In this presentation, Dr. Duane Varan, CEO of MediaScience, will provide an overview of the various ways in which psychophysiological tools, including eye tracking, can be useful in better understanding media audience behavior.
He will provide an overview of the various tools MediaScience incorporates in their studies, including skin conductivity, heart rate, facial coding, response latency testing and eye tracking. MediaScience’s labs house more than 100 eye tracking stations from across 7 different manufacturers. As part of his presentation, Dr. Varan will also explore different contexts where eye tracking is useful and discuss the relative advantages and disadvantages of different approaches.