Dr. Marion Joppe: Brochures are still very, very popular in tourism marketing but are extremely costly to produce. So finding ways of making them as effective as possible is always a big challenge. Michael Lever:Everybody considers the type of behaviours that they’re going to be doing when they travel to destinations. So we thought it would be cool if we were able to look at that from a technological standpoint. What are the behaviours in the way you flip through the pages, the way that you’re reading through the text. Are you looking at pictures? Are you focused on advertisements? And we’re actually able to look at that on a granular level and we can use software and technology to actually say this is in fact how people are using tourism brochures. Dr. Marion Joppe: The new technologies that we are adopting, one of which is eye tracking, doesn’t ask people their opinions. It simply tracks what they do and therefore we can see where they look and what they read and how much time they spend. All of these nuances that then help us for a much better layout of the brochure. They check where you’re looking on the page, they check how long you’re spending there and then it produces all kinds of statistics around those measurements. We’re following it up with in depth interviews so that afterwards we say, “it would appear that this picture really attracted you, why?” and get people to explain. Michael Lever:It was physical eye glasses similar to something you would wear that’s a prescription pair of glasses but it has a little camera right in the middle of it. That camera is then connected to a software tablet that we have so on the tablet you would be able to watch what you’re observing through those glasses that are on your face. We are actually able to map out a typology of tourism brochure users. Some people prefer to read from front to back, some people do a quick scan of the pages and then go right back to the beginning and read it word for word. It was very, very contextual and it was very interdependent. Michael Lever: In terms of images, they were perhaps the most important aspect of the brochure in the sense that they created that discovery or they created that intrigue of the destination. What is it about that destination that image captures that you could never capture in a single paragraph on a page. Dr. Marion Joppe:With attractions, museum visits, they actually would wear while they are visiting a museum and so which displays are they looking at? How much time are they spending? Which pieces are they looking at? Are they reading the text or are they just looking at the artifact? It has a tremendous amount of diverse applications.