Neuromarketing Analysis of the Educational Toy Industry.

Published: 25 March 2020| Version 1 | DOI: 10.17632/pfc2zdr2g3.1
David Juárez Varón, Kristina Polotskaya, Alejandro Rabasa Dolado


This is a case study of the packaging in the Educational Toy Industry with Eye tracking. There are two data sources: the first [observations.csv] is the data obtained in Eye tracking with Gazepoint Analysis and consists of 350 records and 16 columns (variables): Media ID: 0 for EDUCA o 1 for DISET; Media Name: EDUCA o DISET; Media Duration (sec - U = UserControlled): duration of the visualization; AOI ID: id of the area of interest; AOI Name: name of the area of interest AOI 0 : NUMBER OF QUESTIONS AND TOPICS, AOI 1: DRAW OF TOPICS (for EDUCA) / DESCRIPTIVE MESSAGE (for DISET),  AOI 2: BRAND,  AOI 3: RECOMMENDED AGE,  AOI 4: PRODUCT FAMILY,  AOI 5: PRODUCT NAME,  AOI 6: GAME PICTURE; AOI Start: Starting time of analysis of the area of interest (0 if it is a static image, but it can be different from 0 for a video where it is interested to monitor something that comes in the instant 10 sec., for example); AOI Duration (sec - U = UserControlled): Active duration of the area of interest (matches the total duration, but in a video we can monitor something just a few seconds); User ID, User Name, User Gender, User Age, Time to 1st View (sec): Time (in seconds) until you see each area of interest for the first time (If the value is -1 means that the area has not been visualized); Time Viewed (sec): Time (in seconds) that the area of interest has been visualized; Time Viewed (%): Time (in percentage) that the area of interest has been visualized (relative to the overall time dedicated); Fixations (#): Number of fixations or times that user user has looked at that area of interest, being able to look at several parts of it, counting each part as a fixation; Revisits (#): Number of revisits made to the area of interest, coming from another part of the image/video. The second data source [users.csv] refers to the users who participated in the study and consists of 25 records and 8 columns that show their social situation (sex, personal situation, number of children, age, etc.). These tables were cross-referenced in order to explain the data obtained by Eye Tracking, together with the characteristics of each individual. After eliminating the redundant, empty and repeated variables, and after assigning a suitable format to the remainder, a dataset of 13 columns and 350 rows was obtained [AOI_Statistics_for_each_user.csv].


Steps to reproduce

Use AOI_Statistics_for_each_user.csv


Marketing, Eyetracking in Language Production, Packaging