Linking eye-tracking technologies with the physical retail sector – a comprehensive study and recommendations for a market approach

Abstract

This study evaluates the value of Eyeware’s eye tracking technology for commercialization in the retail industry. Combining theoretical frameworks of technology adoption with first-hand feedback from retail experts and end-consumers, findings suggest that Eyeware’s technology has value for retailers that understand the need for innovating, that have sufficient resources and whose needs fit with Eyeware’s solution. To increase the market entry’s success, it is recommended that the company engages in some kind of partnership or joint venture, as well as finds a way to avoid legal constrictions regarding data privacy, among other recommendations.