Susie Sell
Aug 16, 2012

XM Asia launches consumer experience lab with eye-tracking technology

SINGAPORE - XM Asia-Pacific has launched a Consumer Experience Lab that will use eye-tracking technology to better understand how Asian consumers absorb information on digital ads, websites and traditional media.

Tobii eye-tracking technology at XM Asia's Consumer Experience Lab
Tobii eye-tracking technology at XM Asia's Consumer Experience Lab

Understood to be the first digital agency in Southeast Asia to develop the Tobii eye-tracking technology, XM Asia hopes the lab will become a regional centre of excellence for consumer research and human behaviour studies.

The lab will also include a range of heuristic techniques and usability metrics and will support projects across Singapore, Malaysia, Indonesia, Australia, Thailand and Hong Kong.

The eye-tracking technology aims to give a better understanding of how consumers interact with ads as well as banners and websites. It could also be used to understand consumer interaction with traditional media. 

“Simply put, we want to create a cerebral ‘sat nav’ framework for marketing that will optimise consumer education and transaction,” said Hema Thiagarajah, XM Asia’s user-experience director.

XM Asia said the lab will provide clients with data specific to Asian consumers, negating a reliance on US and European models.

Most Western research on website usability using eye-tracking technology concludes that consumers look at sites in an “F-shaped pattern”, a conclusion that has never been validated with Asian consumers, the agency pointed out.

Related Articles

Just Published

9 hours ago

Cannes Lions 2025: APAC winners

Asia-Pacific wins its first 16 Lions in Pharma, Health & Wellness, Audio & Radio and Outdoor ahead of the full winner list.

12 hours ago

Omnicom Group plans full buyout of Clemenger Group

Omnicom is set to fully acquire Clemenger Group and launch a new Oceania management structure, with ex-executive Nick Garrett tipped to lead.

12 hours ago

Advertisers of the month in Australia: Budget ...

These brands saw jumps in advertising awareness in Australia in May onYouGov's BrandIndex, led by Budget Direct and its 'Balloons' campaign.

13 hours ago

Agency Report Card 2024: OMD

OMD APAC kept competitors on their toes with major account wins, standout campaigns, and a clean sweep of top industry awards. But with the incoming complexities of the Omnicom-IPG merger, questions remain about its next phase of growth—and how integration could reshape its market edge.