{"id":170,"date":"2025-04-18T15:55:43","date_gmt":"2025-04-18T13:55:43","guid":{"rendered":"https:\/\/cobelab.cz\/testimonial\/"},"modified":"2026-04-23T08:03:33","modified_gmt":"2026-04-23T06:03:33","slug":"vyzkum","status":"publish","type":"page","link":"https:\/\/cobelab.cz\/en\/vyzkum\/","title":{"rendered":"Research"},"content":{"rendered":"<div data-elementor-type=\"wp-page\" data-elementor-id=\"170\" class=\"elementor elementor-170\">\n\t\t\t\t<div class=\"elementor-element elementor-element-2c3056f animated-slow e-flex e-con-boxed wpr-particle-no wpr-jarallax-no wpr-parallax-no wpr-sticky-section-no elementor-invisible e-con e-parent\" data-id=\"2c3056f\" data-element_type=\"container\" data-settings=\"{&quot;background_background&quot;:&quot;classic&quot;,&quot;animation&quot;:&quot;fadeIn&quot;}\">\n\t\t\t\t\t<div class=\"e-con-inner\">\n\t\t<div class=\"elementor-element elementor-element-4530079 e-con-full e-flex wpr-particle-no wpr-jarallax-no wpr-parallax-no wpr-sticky-section-no e-con e-child\" data-id=\"4530079\" data-element_type=\"container\">\n\t\t\t\t<div class=\"elementor-element elementor-element-41ece05 elementor-widget elementor-widget-heading\" data-id=\"41ece05\" data-element_type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h1 class=\"elementor-heading-title elementor-size-default\">Research topics<\/h1>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-69bc2d5 animated-slow e-flex e-con-boxed wpr-particle-no wpr-jarallax-no wpr-parallax-no wpr-sticky-section-no elementor-invisible e-con e-parent\" data-id=\"69bc2d5\" data-element_type=\"container\" id=\"1\" data-settings=\"{&quot;animation&quot;:&quot;fadeIn&quot;,&quot;background_background&quot;:&quot;classic&quot;}\">\n\t\t\t\t\t<div class=\"e-con-inner\">\n\t\t<div class=\"elementor-element elementor-element-5907255 e-con-full e-flex wpr-particle-no wpr-jarallax-no wpr-parallax-no wpr-sticky-section-no e-con e-child\" data-id=\"5907255\" data-element_type=\"container\">\n\t\t\t\t<div class=\"elementor-element elementor-element-866fab0 elementor-widget__width-inherit elementor-widget elementor-widget-image\" data-id=\"866fab0\" data-element_type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<img decoding=\"async\" src=\"https:\/\/cobelab.cz\/wp-content\/uploads\/elementor\/thumbs\/eye-tracking-r4nl0pz5ghczcxglnb2v3m2hnqxdf42is1rv4kw6dg.png\" title=\"eye-tracking\" alt=\"eye-tracking\" loading=\"lazy\" \/>\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-efc819a e-con-full e-flex wpr-particle-no wpr-jarallax-no wpr-parallax-no wpr-sticky-section-no e-con e-child\" data-id=\"efc819a\" data-element_type=\"container\">\n\t\t\t\t<div class=\"elementor-element elementor-element-e9b4eac elementor-widget elementor-widget-heading\" data-id=\"e9b4eac\" data-element_type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h3 class=\"elementor-heading-title elementor-size-default\">The influence of marketing tools on consumer behaviour<\/h3>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-aefd3d8 elementor-widget elementor-widget-text-editor\" data-id=\"aefd3d8\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p><span style=\"font-size: 16px; font-style: inherit; text-transform: none; font-family: 'Open Sans', sans-serif;\">Eye-tracking makes it possible to objectively observe which elements of marketing messages really attract attention, <\/span><span style=\"font-size: 16px; font-style: inherit; text-transform: none; font-family: 'Open Sans', sans-serif;\">and which are ignored. This allows us to test the effectiveness of <strong>banner ads, native ads, product placement<\/strong> or <strong>email campaigns<\/strong>. Typical metrics include time to first fixation (TFF), total dwell time, number of fixations and memorization rate.<\/span><\/p><p>Thanks to EEG, it is possible to go even deeper - to monitor the level of <strong>engagement, cognitive demandingness<\/strong> when watching an advertisement. This allows you to understand not only what the consumer sees, but also how they react to it.<\/p><p><b>Examples of use:<\/b><\/p><p>- analysis of the effectiveness of different types of influencer campaigns<\/p><p>- measuring attention and recall in differently processed advertising videos<\/p><p>- testing the personalisation of messages and the effects of psychological appeals (e.g. FOMO)<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-314192f animated-slow e-flex e-con-boxed wpr-particle-no wpr-jarallax-no wpr-parallax-no wpr-sticky-section-no elementor-invisible e-con e-parent\" data-id=\"314192f\" data-element_type=\"container\" id=\"2\" data-settings=\"{&quot;animation&quot;:&quot;fadeIn&quot;}\">\n\t\t\t\t\t<div class=\"e-con-inner\">\n\t\t<div class=\"elementor-element elementor-element-219792f e-con-full e-flex wpr-particle-no wpr-jarallax-no wpr-parallax-no wpr-sticky-section-no e-con e-child\" data-id=\"219792f\" data-element_type=\"container\">\n\t\t\t\t<div class=\"elementor-element elementor-element-5354208 elementor-widget__width-inherit elementor-widget elementor-widget-image\" data-id=\"5354208\" data-element_type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<img decoding=\"async\" src=\"https:\/\/cobelab.cz\/wp-content\/uploads\/elementor\/thumbs\/decision-making-r4nl0p1b9nbp1bhysso8j4b12d207eysfx4dnaxkjo.png\" title=\"decision-making\" alt=\"decision-making\" loading=\"lazy\" \/>\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-8cebcdf e-con-full e-flex wpr-particle-no wpr-jarallax-no wpr-parallax-no wpr-sticky-section-no e-con e-child\" data-id=\"8cebcdf\" data-element_type=\"container\">\n\t\t\t\t<div class=\"elementor-element elementor-element-bb76b4c elementor-widget elementor-widget-heading\" data-id=\"bb76b4c\" data-element_type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h3 class=\"elementor-heading-title elementor-size-default\">Design and UX for web interfaces and applications<\/h3>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-ff19f19 elementor-widget elementor-widget-text-editor\" data-id=\"ff19f19\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p>Eye-tracking and EEG technologies are powerful tools for evaluating the usability and user experience (UX) of websites and mobile applications. Eye-tracking can be used to track how users perceive key interface elements - whether they notice important buttons, how they read text, or where they get lost in orientation. Analyzing heat maps and eye movement trajectories allows you to identify design weaknesses.<\/p><p>EEG then allows you to measure <strong>cognitive load<\/strong> during interaction with the digital interface. This can support redesign decisions to increase usability and reduce user frustration.<\/p><p><strong>Examples of use:<\/strong><\/p><p>- testing of e-shops, online forms, login processes<\/p><p>- evaluation of responsiveness and visual hierarchy in mobile applications<\/p><p>- research on behavioural differences between different age groups<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-0e99153 animated-slow e-flex e-con-boxed wpr-particle-no wpr-jarallax-no wpr-parallax-no wpr-sticky-section-no elementor-invisible e-con e-parent\" data-id=\"0e99153\" data-element_type=\"container\" id=\"3\" data-settings=\"{&quot;animation&quot;:&quot;fadeIn&quot;,&quot;background_background&quot;:&quot;classic&quot;}\">\n\t\t\t\t\t<div class=\"e-con-inner\">\n\t\t<div class=\"elementor-element elementor-element-7830d20 e-con-full e-flex wpr-particle-no wpr-jarallax-no wpr-parallax-no wpr-sticky-section-no e-con e-child\" data-id=\"7830d20\" data-element_type=\"container\">\n\t\t\t\t<div class=\"elementor-element elementor-element-d3f0334 elementor-widget__width-inherit elementor-widget elementor-widget-image\" data-id=\"d3f0334\" data-element_type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<img decoding=\"async\" src=\"https:\/\/cobelab.cz\/wp-content\/uploads\/elementor\/thumbs\/online-store-r4nl0n5mvz94e3kp3ruze4s3vlb9s0rbrnteor0cw4.png\" title=\"online-store\" alt=\"online-store\" loading=\"lazy\" \/>\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-8dc1984 e-con-full e-flex wpr-particle-no wpr-jarallax-no wpr-parallax-no wpr-sticky-section-no e-con e-child\" data-id=\"8dc1984\" data-element_type=\"container\">\n\t\t\t\t<div class=\"elementor-element elementor-element-97181b9 elementor-widget elementor-widget-heading\" data-id=\"97181b9\" data-element_type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h3 class=\"elementor-heading-title elementor-size-default\">Product design and merchandising<\/h3>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-bb889b4 elementor-widget elementor-widget-text-editor\" data-id=\"bb889b4\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p>In both physical and digital retail environments, eye-tracking can be used to assess <strong>visibility of packaging, brand perception, legibility of label information<\/strong> and also <strong>decision-making process<\/strong> <strong>when selecting products on the shelf<\/strong>. Recording eye trajectories in a real or simulated shelf helps to identify what first catches the consumer's eye and what motivates them to buy.<\/p><p>EEG umo\u017e\u0148uje doplnit tento v\u00fdzkum o m\u011b\u0159en\u00ed <strong>neur\u00e1ln\u00ed anga\u017eovanosti<\/strong> or <strong>odpov\u011bdi na novost a p\u0159ekvapen\u00ed<\/strong> (nap\u0159. p\u0159i vystaven\u00ed netradi\u010dn\u00edmu designu). Vyu\u017e\u00edt lze i synchronizovan\u00e9 m\u011b\u0159en\u00ed p\u0159i rozhodov\u00e1n\u00ed v re\u00e1ln\u00e9m \u010dase.<\/p><p><b>Examples of use:<\/b><\/p><p>- evaluation of packaging redesign (visual hierarchy, logos, nutritional information labelling)<\/p><p>- testing the effectiveness of shelf layout and promo placement<\/p><p>- comparison of the perception of organic versus conventional products<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-6edb9c7 animated-slow e-flex e-con-boxed wpr-particle-no wpr-jarallax-no wpr-parallax-no wpr-sticky-section-no elementor-invisible e-con e-parent\" data-id=\"6edb9c7\" data-element_type=\"container\" id=\"4\" data-settings=\"{&quot;animation&quot;:&quot;fadeIn&quot;}\">\n\t\t\t\t\t<div class=\"e-con-inner\">\n\t\t<div class=\"elementor-element elementor-element-a8dc5aa e-con-full e-flex wpr-particle-no wpr-jarallax-no wpr-parallax-no wpr-sticky-section-no e-con e-child\" data-id=\"a8dc5aa\" data-element_type=\"container\">\n\t\t\t\t<div class=\"elementor-element elementor-element-bd1070f elementor-widget__width-inherit elementor-widget elementor-widget-image\" data-id=\"bd1070f\" data-element_type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<img decoding=\"async\" src=\"https:\/\/cobelab.cz\/wp-content\/uploads\/elementor\/thumbs\/ux-design-r4nl0o3h2taeppjbya9lymjkgz6mzpv23sgw60yypw.png\" title=\"ux-design\" alt=\"ux-design\" loading=\"lazy\" \/>\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-d008cf8 e-con-full e-flex wpr-particle-no wpr-jarallax-no wpr-parallax-no wpr-sticky-section-no e-con e-child\" data-id=\"d008cf8\" data-element_type=\"container\">\n\t\t\t\t<div class=\"elementor-element elementor-element-c5151b5 elementor-widget elementor-widget-heading\" data-id=\"c5151b5\" data-element_type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h3 class=\"elementor-heading-title elementor-size-default\">Other areas - education, medicine, psychology<\/h3>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-d604598 elementor-widget elementor-widget-text-editor\" data-id=\"d604598\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p>Our technologies are also finding applications outside of commercial research. Eye-tracking and EEG have been used in collaborative projects focused on<strong> cognitive processes in education, reading and reading comprehension<\/strong>but also in <strong>medical and psychological studies<\/strong>.<\/p><p>Eye-tracking can reveal differences in comprehension based on the type of instructional material or monitor student interaction with instructional videos. EEG then helps measure <strong>mental demandingness, attention<\/strong>, or <strong>fatigue<\/strong> during learning activities.<\/p><p><strong>Examples of use:<\/strong><\/p><p>\u00b7 v\u00fdzkum efektivity r\u016fzn\u00fdch v\u00fdukov\u00fdch p\u0159\u00edstup\u016f (nap\u0159. videa vs. text)<\/p><p>\u00b7 spolupr\u00e1ce p\u0159i v\u00fdvoji rozhran\u00ed pro pacienty s omezenou motorikou<\/p><p>\u00b7 v\u00fdzkum zrakov\u00e9 pozornosti u d\u011bt\u00ed s poruchami u\u010den\u00ed<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-32d7024 animated-slow e-flex e-con-boxed wpr-particle-no wpr-jarallax-no wpr-parallax-no wpr-sticky-section-no elementor-invisible e-con e-parent\" data-id=\"32d7024\" data-element_type=\"container\" data-settings=\"{&quot;background_background&quot;:&quot;classic&quot;,&quot;animation&quot;:&quot;fadeIn&quot;}\">\n\t\t\t\t\t<div class=\"e-con-inner\">\n\t\t\t\t<div class=\"elementor-element elementor-element-a70eaeb elementor-widget elementor-widget-heading\" data-id=\"a70eaeb\" data-element_type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">Equipment<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-d75cd5d elementor-widget elementor-widget-text-editor\" data-id=\"d75cd5d\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p class=\"\" data-start=\"843\" data-end=\"1058\">COBELab is equipped with modern technologies for behavioral and neuroscience research.<\/p><p class=\"\" data-start=\"843\" data-end=\"1058\">Our device enables detailed analysis of visual attention, brain activity and consumer interaction with media, products and environments.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-9cf6757 e-con-full e-flex wpr-particle-no wpr-jarallax-no wpr-parallax-no wpr-sticky-section-no e-con e-child\" data-id=\"9cf6757\" data-element_type=\"container\">\n\t\t\t\t<div class=\"elementor-element elementor-element-d86b1df elementor-widget__width-inherit elementor-widget elementor-widget-text-editor\" data-id=\"d86b1df\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p class=\"\" data-start=\"62\" data-end=\"493\">Within the ETLab we use technology from SMI (SensoMotoric Instruments), SR-Research and Pupil Labs.<\/p><p class=\"\" data-start=\"62\" data-end=\"493\">The lab is also equipped with an EEG system from Brain Products. There is also an Emotiv EPOC+ device for EEG recording.<\/p><p class=\"\" data-start=\"62\" data-end=\"493\">Other equipment includes photographic equipment (full-frame camera, light tent and studio lights) for product photography as well as shelving systems from EDEN.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-7d2f649 e-con-full e-flex wpr-particle-no wpr-jarallax-no wpr-parallax-no wpr-sticky-section-no e-con e-child\" data-id=\"7d2f649\" data-element_type=\"container\">\n\t\t\t\t<div class=\"elementor-element elementor-element-a7b1b86 elementor-widget elementor-widget-heading\" data-id=\"a7b1b86\" data-element_type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h3 class=\"elementor-heading-title elementor-size-default\">Eye-tracking device<\/h3>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-c298597 elementor-widget elementor-widget-text-editor\" data-id=\"c298597\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<ul><li><a href=\"https:\/\/imotions.com\/products\/hardware\/smi-red\/\">SMI RED 250<\/a><\/li><li><a href=\"https:\/\/www.sr-research.com\/eyelink-1000-plus\/\">EyeLink 1000 Plus<\/a><\/li><li><a href=\"https:\/\/pupil-labs.com\/products\/core\">Pupil Labs Core<\/a><\/li><\/ul>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-954f6b7 e-con-full e-flex wpr-particle-no wpr-jarallax-no wpr-parallax-no wpr-sticky-section-no e-con e-child\" data-id=\"954f6b7\" data-element_type=\"container\">\n\t\t\t\t<div class=\"elementor-element elementor-element-43a02e2 elementor-widget elementor-widget-heading\" data-id=\"43a02e2\" data-element_type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h3 class=\"elementor-heading-title elementor-size-default\">EEG device<\/h3>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-e0902cc elementor-widget elementor-widget-text-editor\" data-id=\"e0902cc\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<ul><li><a href=\"https:\/\/www.brainproducts.com\/solutions\/liveamp\/\">Brain Products EEG System<\/a><\/li><li><a href=\"https:\/\/www.emotiv.com\/\">Emotiv EPOC+<\/a><\/li><\/ul>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>","protected":false},"excerpt":{"rendered":"<p>V\u00fdzkumn\u00e1 t\u00e9mata Vliv marketingov\u00fdch n\u00e1stroj\u016f na chov\u00e1n\u00ed spot\u0159ebitele Eye-tracking umo\u017e\u0148uje objektivn\u011b sledovat, kter\u00e9 prvky marketingov\u00fdch sd\u011blen\u00ed skute\u010dn\u011b p\u0159itahuj\u00ed pozornost, a kter\u00e9 jsou naopak p\u0159ehl\u00ed\u017eeny. Lze tak testovat \u00fa\u010dinnost reklamn\u00edch banner\u016f, nativn\u00edch reklam, product placementu nebo e-mailov\u00fdch kampan\u00ed. Typick\u00e9 metriky zahrnuj\u00ed \u010das do prvn\u00ed fixace (TFF), celkov\u00fd \u010das sledov\u00e1n\u00ed (dwell time), po\u010det fixac\u00ed a m\u00edru zapamatov\u00e1n\u00ed. D\u00edky EEG je mo\u017en\u00e9 j\u00edt je\u0161t\u011b hloub\u011bji \u2013 sledovat m\u00edru zapojen\u00ed (engagement), kognitivn\u00ed n\u00e1ro\u010dnosti p\u0159i sledov\u00e1n\u00ed reklamn\u00edho sd\u011blen\u00ed. To umo\u017e\u0148uje pochopit nejen co spot\u0159ebitel vid\u00ed, ale tak\u00e9 jak na to reaguje. P\u0159\u00edklady vyu\u017eit\u00ed: \u00b7 anal\u00fdza \u00fa\u010dinnosti r\u016fzn\u00fdch typ\u016f influencer kampan\u00ed \u00b7 m\u011b\u0159en\u00ed pozornosti a zapamatov\u00e1n\u00ed u r\u016fzn\u011b zpracovan\u00fdch reklamn\u00edch vide\u00ed \u00b7 testov\u00e1n\u00ed personalizace sd\u011blen\u00ed a efekt\u016f psychologick\u00fdch apel\u016f (nap\u0159. FOMO) Design a UX u webov\u00fdch rozhran\u00ed a aplikac\u00ed Technologie eye-trackingu a EEG p\u0159edstavuj\u00ed siln\u00fd n\u00e1stroj pro hodnocen\u00ed pou\u017eitelnosti (usability) a u\u017eivatelsk\u00e9 zku\u0161enosti (UX) webov\u00fdch str\u00e1nek i mobiln\u00edch aplikac\u00ed. Pomoc\u00ed eye-trackingu lze sledovat, jak\u00fdm zp\u016fsobem u\u017eivatel\u00e9 vn\u00edmaj\u00ed kl\u00ed\u010dov\u00e9 prvky rozhran\u00ed \u2013 zda si v\u0161imnou d\u016fle\u017eit\u00fdch tla\u010d\u00edtek, jak \u010dtou texty, nebo kde se orienta\u010dn\u011b ztr\u00e1c\u00ed. Anal\u00fdza teplotn\u00edch map a trajektori\u00ed pohybu o\u010d\u00ed umo\u017e\u0148uje identifikovat slab\u00e1 m\u00edsta n\u00e1vrhu. EEG pak umo\u017e\u0148uje m\u011b\u0159it kognitivn\u00ed z\u00e1t\u011b\u017e b\u011bhem interakce s digit\u00e1ln\u00edm rozhran\u00edm. T\u00edm lze podpo\u0159it rozhodov\u00e1n\u00ed o redesignu s c\u00edlem zv\u00fd\u0161it pou\u017eitelnost a sn\u00ed\u017eit frustraci u\u017eivatel\u016f. P\u0159\u00edklady vyu\u017eit\u00ed: \u00b7 testov\u00e1n\u00ed e-shop\u016f, online formul\u00e1\u0159\u016f, p\u0159ihla\u0161ovac\u00edch proces\u016f \u00b7 hodnocen\u00ed responsivity a vizu\u00e1ln\u00ed hierarchie v mobiln\u00edch aplikac\u00edch \u00b7 v\u00fdzkum behavior\u00e1ln\u00edch rozd\u00edl\u016f mezi r\u016fzn\u00fdmi v\u011bkov\u00fdmi skupinami Design produkt\u016f a merchandising Ve fyzick\u00e9m i digit\u00e1ln\u00edm retailov\u00e9m prost\u0159ed\u00ed lze pomoc\u00ed eye-trackingu hodnotit viditelnost obal\u016f, vn\u00edm\u00e1n\u00ed zna\u010dky, \u010ditelnost informac\u00ed na etiket\u00e1ch a tak\u00e9 rozhodovac\u00ed proces p\u0159i v\u00fdb\u011bru produkt\u016f v reg\u00e1lu. Zaznamen\u00e1n\u00ed o\u010dn\u00edch trajektori\u00ed v re\u00e1ln\u00e9m nebo simulovan\u00e9m reg\u00e1lu pom\u00e1h\u00e1 zjistit, co spot\u0159ebitele upout\u00e1 jako prvn\u00ed a co ho motivuje k n\u00e1kupu. EEG umo\u017e\u0148uje doplnit tento v\u00fdzkum o m\u011b\u0159en\u00ed neur\u00e1ln\u00ed anga\u017eovanosti nebo odpov\u011bdi na novost a p\u0159ekvapen\u00ed (nap\u0159. p\u0159i vystaven\u00ed netradi\u010dn\u00edmu designu). Vyu\u017e\u00edt lze i synchronizovan\u00e9 m\u011b\u0159en\u00ed p\u0159i rozhodov\u00e1n\u00ed v re\u00e1ln\u00e9m \u010dase. P\u0159\u00edklady vyu\u017eit\u00ed: \u00b7 hodnocen\u00ed redesignu obalu (vizu\u00e1ln\u00ed hierarchie, loga, zna\u010den\u00ed nutri\u010dn\u00edch informac\u00ed) \u00b7 testov\u00e1n\u00ed efektivity reg\u00e1lov\u00e9ho uspo\u0159\u00e1d\u00e1n\u00ed a promo um\u00edst\u011bn\u00ed \u00b7 porovn\u00e1n\u00ed vn\u00edm\u00e1n\u00ed ekologick\u00fdch versus konven\u010dn\u00edch produkt\u016f Ostatn\u00ed oblasti \u2013 vzd\u011bl\u00e1v\u00e1n\u00ed, medic\u00edna, psychologie Na\u0161e technologie nach\u00e1zej\u00ed uplatn\u011bn\u00ed i mimo oblast komer\u010dn\u00edho v\u00fdzkumu. Eye-tracking a EEG byly vyu\u017eity p\u0159i spolupr\u00e1ci na projektech zam\u011b\u0159en\u00fdch na kognitivn\u00ed procesy ve vzd\u011bl\u00e1v\u00e1n\u00ed, \u010dten\u00ed a porozum\u011bn\u00ed textu, ale i v medic\u00ednsk\u00fdch a psychologick\u00fdch studi\u00edch. Eye-tracking m\u016f\u017ee odhalit rozd\u00edly v porozum\u011bn\u00ed podle typu v\u00fdukov\u00e9ho materi\u00e1lu nebo sledovat interakci student\u016f s instruktivn\u00edmi videi. EEG pak pom\u00e1h\u00e1 m\u011b\u0159it ment\u00e1ln\u00ed n\u00e1ro\u010dnost, pozornost, nebo \u00fanavu v pr\u016fb\u011bhu v\u00fdukov\u00fdch aktivit. P\u0159\u00edklady vyu\u017eit\u00ed: \u00b7 v\u00fdzkum efektivity r\u016fzn\u00fdch v\u00fdukov\u00fdch p\u0159\u00edstup\u016f (nap\u0159. videa vs. text) \u00b7 spolupr\u00e1ce p\u0159i v\u00fdvoji rozhran\u00ed pro pacienty s omezenou motorikou \u00b7 v\u00fdzkum zrakov\u00e9 pozornosti u d\u011bt\u00ed s poruchami u\u010den\u00ed Vybaven\u00ed COBELab je vybaven modern\u00edmi technologiemi pro behavior\u00e1ln\u00ed a neurov\u011bdn\u00ed v\u00fdzkum. Na\u0161e za\u0159\u00edzen\u00ed umo\u017e\u0148uje detailn\u00ed anal\u00fdzu vizu\u00e1ln\u00ed pozornosti, mozkov\u00e9 aktivity i interakce spot\u0159ebitel\u016f s m\u00e9dii, produkty a prost\u0159ed\u00edm. V r\u00e1mci laborato\u0159e ETLab vyu\u017e\u00edv\u00e1me technologii od spole\u010dnost\u00ed SMI (SensoMotoric Instruments), SR-Research a Pupil Labs. Laborato\u0159 je rovn\u011b\u017e vybavena EEG syst\u00e9mem od spole\u010dnosti Brain Products. K dispozici je tak\u00e9 za\u0159\u00edzen\u00ed Emotiv EPOC+ pro z\u00e1znam EEG. Mezi dal\u0161\u00ed vybaven\u00ed pat\u0159\u00ed fotografick\u00e1 technika (full-frame fotoapar\u00e1t, sv\u011bteln\u00fd stan a studiov\u00e1 sv\u011btla) pro produktovou fotografii a tak\u00e9 policov\u00e9 syst\u00e9my od spole\u010dnosti EDEN. Eye-tracking za\u0159\u00edzen\u00ed SMI RED 250 EyeLink 1000 Plus Pupil Labs Core EEG za\u0159\u00edzen\u00ed Brain Products EEG System Emotiv EPOC+<\/p>","protected":false},"author":2,"featured_media":0,"parent":0,"menu_order":0,"comment_status":"closed","ping_status":"closed","template":"","meta":{"site-sidebar-layout":"no-sidebar","site-content-layout":"page-builder","ast-site-content-layout":"","site-content-style":"default","site-sidebar-style":"default","ast-global-header-display":"","ast-banner-title-visibility":"","ast-main-header-display":"","ast-hfb-above-header-display":"","ast-hfb-below-header-display":"","ast-hfb-mobile-header-display":"","site-post-title":"disabled","ast-breadcrumbs-content":"","ast-featured-img":"disabled","footer-sml-layout":"","theme-transparent-header-meta":"enabled","adv-header-id-meta":"","stick-header-meta":"","header-above-stick-meta":"","header-main-stick-meta":"","header-below-stick-meta":"","astra-migrate-meta-layouts":"default","ast-page-background-enabled":"default","ast-page-background-meta":{"desktop":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"tablet":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"mobile":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""}},"ast-content-background-meta":{"desktop":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"tablet":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"mobile":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""}},"footnotes":""},"class_list":["post-170","page","type-page","status-publish","hentry"],"_links":{"self":[{"href":"https:\/\/cobelab.cz\/en\/wp-json\/wp\/v2\/pages\/170","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/cobelab.cz\/en\/wp-json\/wp\/v2\/pages"}],"about":[{"href":"https:\/\/cobelab.cz\/en\/wp-json\/wp\/v2\/types\/page"}],"author":[{"embeddable":true,"href":"https:\/\/cobelab.cz\/en\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/cobelab.cz\/en\/wp-json\/wp\/v2\/comments?post=170"}],"version-history":[{"count":41,"href":"https:\/\/cobelab.cz\/en\/wp-json\/wp\/v2\/pages\/170\/revisions"}],"predecessor-version":[{"id":2533,"href":"https:\/\/cobelab.cz\/en\/wp-json\/wp\/v2\/pages\/170\/revisions\/2533"}],"wp:attachment":[{"href":"https:\/\/cobelab.cz\/en\/wp-json\/wp\/v2\/media?parent=170"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}