Możliwości i ograniczenia wykorzystania eye-trackingu w badaniach zachowań starszych konsumentów
Possibilities and Limitations of Using Eye-tracking in Behavioral Studies of Older Consumer

Summary/Abstract: The segment of older consumers is the fastest growing market, reporting many unmet needs. Knowing these needs but also the behavior and decisions of seniors is an important challenge that traditional marketing research methods, which are based on verbal reports of the respondents, cannot handle. Therefore, it is proposed to use modern research, which is based on measurements of physiological visual attention. The main advantage is the prediction of consumer behavior on the basis of real information, which do not come from introspection. It appears that conducting such research requires vigilance and anticipation of visual impairment and cognitive functions. The aim of the paper is to draw attention to the methodological difficulties of conducting eye-tracking studies with older respondents.

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