EYE’s UK Eye Tracking study is based on fieldwork conducted at Manchester Airport. It is the third in a global roll out of Eye Tracking studies and the second to be conducted in an airport environment.

Unique in the marketplace, EYE's study features results based on observations of real passengers who were flying into or out of Manchester Airport on the day that they took part in the fieldwork.

EYE pre-recruited 22 people, a mix of men and women, business and leisure travellers, departures and arrivals, different ages and nationalities. Participants were unaware of the purpose of the study and were asked to navigate through the airport as they would do normally.

Participants wore glasses fitted with cameras that tracked the pupil movements of their eyes enabling EYE to see exactly what caught their attention as they moved through the airport.

Key findings from the study are:
• The set of results from Manchester is consistent with those from EYE’s earlier Eye Tracking study in Singapore's Changi Airport, suggesting that Flyers have similar viewing habits regardless of region.
• On average, participants in Manchester looked directly at every second panel they passed for just under two seconds, significantly longer than the time considered necessary for an exposure to be remembered.
• Flyers looked back at the same panel a number of times with most people looking at a panel at least twice.
• Business and leisure travellers have very similar viewing habits and arriving passengers have similar viewing habits to departing passengers.
• As with the study in Singapore, panels along key corridors within the airport where there is less distraction from shops and cafés tend to attract attention more although panels situated in the busier areas offered longer overall viewing times.

Please check back as findings will be updated regularly.