Possibilities and problems of using pupillary reflex for subconscious detection of consumer preferences

Sa？etak The article describes the possibilities of using the pupillary light reflex for subconscious ascertainment of consumer preferences also in technical, industrial sectors. It describes the essence and use of pupillometry in marketing, types of pupillometry, practical suggestions as well as the prerequisites for future use in marketing. It suggests the procedures of an experiment with the use of an eye camera with an integrated pupillometer, and it points out to selected practical problems which must be eliminated during the experiments. If we wish to achieve growth of the industry the first necessary step is clear focus on the customer and on a user-friendly program of communication with customers and potential customers