We all have “big ticket” purchases in our lives: buying a new mattress, a car, or a home, and we don’t take these purchase decisions lightly. We research and compare options to ensure we are well informed to make the right choice. With this, we are often exposed to marketing and promotion from many of the different companies selling that exact thing we wish to buy.
Have you ever considered just how much of an influence that marketing – such as the imagery and features promoted – actually has on your decision making?
What is the Dx3 Auto Lab?
Partnering with eye-tracking research specialists, Tobii Pro, The Dx3 Auto Lab is an interactive automotive showroom where subconscious behaviour is captured on the show floor.
To better understand how visual attention and physical interaction with vehicles might be influenced by previous exposure to that vehicle.
In 2016, Dx3 partnered with Tobii Pro to understand how people consume content on screens. This year, we’re moving to the physical world with The Auto Lab, studying how one visually consumes the physical features of a product on the path to purchase.
Who Can Participate:
The short answer: everyone!
The lab is open to all attendees at Dx3 2017. Participants will wear eye-tracking glasses from Tobii Pro as they shop for a new car right on the Dx3 show floor. Attention data will be collected over the two days at Dx3 and a report will be published shortly after discussing the findings and conclusion of the experiment.