The New Directions of Research in the Application of Effective Marketing Communication

The rapid development of technologies offers ever greater opportunities to explore behavior, perception and emotional engagement of customers. A new trend is the use of biometric methods in marketing testing and one of the main methods cited is pupilometers. Psychology, physiology, light physics, color theory and others are involved in the issue of pupil measurements. The aim of the article is to describe new directions and methods in marketing research focusing on the method of pupilometers and their use for subsequent marketing communication.