Machine Learning Authors: Pat Romanski, William Schmarzo, Yeshim Deniz, Liz McMillan, Jason Bloomberg

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What Are You Looking At?

What Are You Looking At?

TEMPE, Ariz., June 19 /PRNewswire/ -- What are your customers looking at? That is exactly the question Sensory Track, a new innovative consumer research company, will answer for you, down to the pixel. Sensory Track is currently using state-of-the-art eye tracking equipment, which captures customers' eye movements as they interact with their clients' websites, advertisements, and on-the-shelf products. This technology coupled with tightly-controlled experimental designs enables them to tell clients exactly what their customers attend to when they interact with these materials. Sensory Track was founded last year by internationally distinguished cognitive scientist, Dr. Bob Atkinson from Arizona State University, and award-winning advertising agency owner, Doug Lyon of Austin, Texas.

The two colleagues conceived of the idea after lengthy conversations focusing on how to use state-of-the-art technology to help companies track consumer behavior more closely. "Every marketer knows that attracting people's attention, creating awareness, is the number one goal," stated Mr. Lyon. "Well, we can test exactly that. Did they literally create awareness? Did the consumer look at that ad? Did they look at that product on the shelf? What are they looking at?"

US Airways is one of Sensory Track's launch customers, using Sensory Track's innovative research to design its next generation-customer web site. "There are a lot of opinions about what makes a web site user-friendly for the customer, but Sensory Track's research shows us, in quantifiable terms, exactly what our customers are looking for when they sign on to usairways.com," said Kevin Jackson, managing director of Consumer & Partnership Marketing for US Airways. "Using this research, we're able to create a very positive web experience for our customers."

Sensory Track is also helping the U.S. Navy conduct several large-scale usability studies evaluating the effectiveness of cutting edge software tools designed to help recruits improve fundamental skills and knowledge. According to Rodney Chapman, Chief Learning Officer at Naval Service Training Command, "Sensory Track's research is a valuable asset to the US Navy. They provide us with valuable information that is helping shape our recruit training process."

Not content with simply measuring sight, Sensory Track is developing new technology to understand how all of our senses play a role in our decision-making processes when we deal with brands everyday. According to Dr. Atkinson, "Sensory Track's development team is constantly challenged with bringing us the most advanced tools available to study and record consumer behavior. When there are no tools to capture the data, our team is ready to develop them."

About Sensory Track

Sensory Track specializes in conducting usability and market research studies. They provide clients with empirically-based evidence about how customers interact with brands. Using advanced eye-tracking technology, they unobtrusively monitor these interactions, including navigating websites, viewing advertisements and choosing products off the shelf.

About US Airways

US Airways is the fifth largest domestic airline employing more than 36,000 aviation professionals worldwide. US Airways, US Airways Shuttle and US Airways Express operate approximately 3,500 flights per day and serve more than 230 communities in the U.S., Canada, Europe, the Caribbean and Latin America. US Airways is a member of the Star Alliance network, which offers our customers 18,000 daily flights to 965 destinations in 162 countries worldwide.

About the U.S. Navy

The United States Navy is the branch of the United States armed forces responsible for conducting naval operations and is one of seven uniformed services. The U.S. Navy currently has over 335,000 personnel on active duty and 128,000 in the Navy Reserve. It operates 280 ships in active service and more than 3,700 aircraft.

CONTACT: Dr. Bob Atkinson Sensory Track (800) 908-3788 Ext. 2 [email protected]://www.sensorytrack.com/

This release was issued through eReleases(TM). For more information, visit http://www.ereleases.com/.

Sensory Track

CONTACT: Dr. Bob Atkinson of Sensory Track, +1-800-908-3788 Ext. 2,
[email protected]

Web site: http://www.sensorytrack.com/

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