RealEye in Neuromarketing: A Case Study with Fruvita

The advent of neuromarketing has revolutionized the way businesses understand and influence consumer behavior. By integrating advanced neuroscience techniques with marketing strategies, companies can achieve unprecedented levels of insight into their target audience's preferences and decision-making processes.

Advertising and brand neuromarketing with RealEye study in the Fruvita company

RealEye has been used in a study by Tabares Cepeda & Castillo Peña (2024) to analyze how consumers interact with Fruvita’s branding and advertisements. The aim of the study was to identify which elements of Fruvita's visual marketing were most effective in capturing attention and enhancing brand recall, ultimately optimizing their advertising strategy to better connect with their audience.

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The Fruvita study applied both qualitative and quantitative methods using RealEye to analyze consumer reactions to their branding and advertising. The study was created in the RealEye Dashboard using the "Image & Videos" study type. A group of five individuals, ranging in age from 18 to 40 viewed 5 brand images and advertising materials for 5 seconds each. The RealEye software tracked where they fixed their gaze, how long they looked at different parts of the image, and the sequence of their eye movements. This data allowed the researchers to create heat maps showing areas of high and low visual attention.

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Key Findings

1. Heat Maps and Visual Attention: The heat maps generated from the eye-tracking data revealed that the second brand variant, characterized by magenta and green apple colors, garnered significantly more attention than the first. The second brand had 763 gazes and 44 fixations, compared to the first brand's 135 gazes and 7 fixations. This indicates a higher visual appeal and potential for brand recall.
2. Visual Elements and Brand Recall: One of the critical insights was that specific visual elements, like the green apple leaf integrated into the letter "v," were particularly effective in attracting attention and enhancing brand recall. This finding suggests that carefully chosen design elements can significantly impact the effectiveness of visual marketing.
3. Implications for Advertising: The study also highlighted that the initial advertising efforts contained too many distracting elements, which diluted the message and decreased the overall impact. By focusing on the essential visual components that attract and retain attention, Fruvita could refine its advertisements to be more engaging and memorable.

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The RealEye platofrm provided valuable insights into how consumers interact with Fruvita’s branding and advertisements. By identifying the elements that capture attention and those that do not, Fruvita can optimize its marketing strategies to enhance consumer engagement and brand recall.

Incorporating eye-tracking data into marketing strategies allows companies like Fruvita to make data-driven decisions that can lead to more successful and impactful advertising efforts. As neuromarketing technologies continue to evolve, they will undoubtedly play an increasingly crucial role in shaping the future of marketing.

You can run a similar study!

Follow the steps below to start your own experiment with RealEye:

Account Creation and License Activation

1. Go to RealEye Dashboard and create or log in to your account.
2. Purchase the License of your choice (https://www.realeye.io/pricing). If you need any custom adjustments, contact us at contact@realeye.io. We are happy to help!
3. Activate your license by following the instructions in the RealEye License Activation Guide

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