Quem é visto, é lembrado? Uma análise da ferramenta de pesquisa eye tracking como auxiliadora no aumento da lembrança de marca

Abstract

The main objective of this monograph is to investigate the use of the eye tracking tool, in order to help increase brand recall. The research is based on the theorization of brand creation and management, as well as the understanding of neuromarketing and its tools focused on eye tracking. The analysis and linkage of these guidelines was carried out through a questionnaire elaborated to cover any sampling variable and answered by professionals working in the with marketing and neuroscience applied to consumption. For measuring the results were analyzed the responses and correlated to the theories arranged in the research. With the study, it was verified that the search tool eye tracking validates and potentiates its metrics with the implementation of other attributes. These attributes we categorize as other research tools that measure the cognition of the research participant, and also strategically, the implementation of an emotional appeal to the sample surveyed (sic).