Every year marketing research becomes more and more important and new technologies appear every day. Eye tracking is a technology using a special device to track human eye movements. The eye tracker helps determine what we look at, how long we look at this, what we don't notice, when and how often we blink, and how our pupils respond to different incentives. Brands often use this technology to evaluate products, packaging design, advertising, websites, mobile apps, and online and offline shopper behavior. It helps understand the customer better. This technology can improve interest in the brand and realize how the product or service is perceived by the audience.
​How do companies get their consumers’ attention in today's digital society, where communications play a huge role? The incredible number of different products and services that appear every year, month, and even day makes it more and more difficult to attract the audience. So companies use a wide range of ways and techniques to engage their potential and future consumers.   What is nonverbal communication? Nonverbal communication is interaction without the use of words (the transfer of information or influence through images, intonation, gestures, facial expressions, pantomimics, and others), that is, without speaking or using the language in a direct or any sign form. The instrument of nonverbal communication is the human body that has a wide range of means and methods of information transmission or exchange, and includes all forms of human self-expression.  
As is known, a PR specialist needs to have a lot of professional skills. One of the main skills is the ability to communicate with different people. To become a professional in communications, you should learn to understand people, hear them and choose the right words for successful dialogue and cooperation.   Understanding the psychological characteristics of people will definitely help you become a communication professional. The Moscow Institute of Reputation Technologies offers us a classification of four main personality types.