The Secret to an Engaging Showroom: Eye Tracking the Toyota Car-Buying Experience

The Secret to an Engaging Showroom: Eye Tracking the Toyota Car-Buying Experience


What do people look for when deciding
which car to buy in a busy showroom? To find the answer to this, Tobii Pro Insight teamed up with Toyota to conduct a study in their AutoLab at DX3. During the study, 92 participants were fitted with eye tracking glasses from Tobii Pro before browsing the available cars. The key takeaways from the study are as follows: shoppers spend less than 30 seconds looking at each car, 70% of attention inside the car was directed towards the consoles, gear shift, and instrumentation. The side windows are prime visual real estate. Informational and promotional stickers were seen by almost every participant. Excluding the cars themselves, millennial shoppers focused over 50% of their attention on digital marketing, such as interactive screens and displays. Conversely, older shoppers tended to be much less interested in digital marketing. For the full study report or more information on how Tobii Pro Insight can help answer your research questions, please visit our website.

About the Author: Michael Flood

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