Eye on accountability

Singapore - Eye has recently concluded a study, aimed at boosting accountability in the out-of-home sector, at Changi Airport where 19 travellers wore special eye-glasses equipped with eye-tracking technology.

The technology was developed by Access Testing Australia.

"Advertisers demand accountability and are looking for information about media that goes beyond passenger counts. This study aims to provide insights to our partners on how travellers capitalise on the airport advertising experience," Raju Bhakta, GM for Eye Singapore, said.

Results from the study will be available in late May and the objective was to record what travellers see, and how they navigate and interact within the airport environment. According to Eye Group Insights Director, Cassandra Thomas Smith, the recruited travellers were only told they had to wear special glasses which would track their eye movement and accountability comes with them not knowing what the research was about.

"This is real behaviour in a real environment with real passengers and it was quite a recruitment challenge," she said.

The travellers were made up of business travellers as well leisure travellers aged 18 to 65 and 40% were female. The racial make up saw a mix of Asian and Caucasian races but 40% minimum requirement was on Caucasians.