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MetrixLab Adds 'Certainty To See' to Online Measure
Online market research agency MetrixLab has developed a new eye-tracking technique to measure how people look at entire web sites.
Previously MetrixLab's evaluations of the effects of online campaigns on the brand have examined knowledge, attitude and behaviour. This new service includes 'attention' as a measure to analyse the degree to which a 'creative' visual is seen - termed as the 'Certainty to See' (CTS) factor.
Using the system, up to 1,000 different views of the creative elements of a web page are measured to verify which are noticed most.
Managing Consultant Lucas Hulsebos states: 'The fact that we are now able to include this in the measurement of an online campaign is a huge step forward. This will lead to increased knowledge of the effectiveness of online campaigns.'
Headquartered in the Netherlands, with operations in London, Hamburg, Paris and Madrid, the firm is online at www.MetrixLab.com .
Yesterday, venture capital company Van den Ende & Deitmers acquired a 30% stake in the company.
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