As part of the focus „International Marketing- and Communication Management”, Dr. Matthias Rothensee from eye-square will introduce the method of eye tracking. After a short tour through the history and iconic early experiments on eye tracking, Matthias will demonstrate some business applications of the technique in the fields of marketing research, user experience and shopper insights. You will learn, what added value the use of eye tracking has compared to traditional survey-only methods. Furthermore, Matthias will bring a set of eye tracking glasses, so that you have the opportunity to test recordings and analysis first hand.