Everyone knows the print and television advertisements of large furniture stores. The furniture industry is highly competitive and thus the designs of the ads of high importance. Together with the company SHD we test the perception of ads with our eye tracking solution. With the results, the advertising effectiveness can be improved. Visitors to this years IMM, which takes place from the 18th to the 24th of January in Cologne, can participate in eye tracking studies and immediately watch the analysis of the data at the booth of SHD. Advertisers have the possibility to bring their own websites or brochures for testing on site.