Abstract:

Today is characterized by the development of digital technologies. In this sphere, there are various technologies and devices that explore the human senses, such as hearing, smell, touch, taste, and, last but not least, sight. Eye-tracking, as a technology focused on visual analysis, seeks to find out and provide information on what a person looks at most, in what time span the subject is being viewed, how a person looks at the subject, and so on. Using the eye-tracking technology, we tried to find out which pictures representing the study programs of the faculty of Operations and Economics of Transport and Communications of the University of Zilina are most viewed by its potential students. The results of the research are evaluated according to the gender of respondents. The findings of the research show which departments of selected transport faculty subconsciously appeal more to men and women. The results of the research can serve as a basis for the selected transport faculty in the creation of its own marketing strategy.

Keywords:

Eye-tracking, neuroscience, gender study preferences of potential students, recruitment of potential students.