Possibilities and Problems of Using Pupillary Reflex for Subconscious Detection of Consumer Preferences

V. Vávrová, P. Červenka Faculty of Electrical Engineering, ČVUT Prague, Czech Republic, E. Weiss Faculty BERG, Technical University Košice, Slovakia, V. Ferencz, J. Naščáková Faculty of Business Economics, Košice, University of Economics, Bratislava, Slovakia The article describes the possibilities of using the pupillary light refl ex 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 fi rst necessary step is clear focus on the customer and on a user-friendly program of communication with customers and potential customers.