imotions - attention tool eye tracking software - methodologies

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EYE TRACKING / READING METRICS / EMOTION METRICS

BEYOND EYE TRACKING™

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© iMotions - Emotion Technology A/S • Denmark, India, USA • www.imotionsglobal.com Redistribution is not permitted without written permission from iMotions. “iMotions’ trademarks” are registered trademarks of iMotions - Emotion Technology A/S in the US and EU. 1

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Spotlight HighlightEYE TRACKING METRICS

Questionnaire

PACKAGING / PRINT

EMOTION METRICS Emotional Activation

SHELF

Spotlight Highlight

EYE TRACKING METRICS

METHODOLOGY APPROACH - SAMPLES CASES

Cell BCell A


Bee Swarm + Rubber Bands

EMOTION METRICS

Emotional Activation

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http://www.imotionsglobal.com


© iMotions - Emotion Technology A/S • Denmark, India, USA • www.imotionsglobal.com Redistribution is not permitted without written permission from iMotions. “iMotions’ trademarks” are registered trademarks of iMotions - Emotion Technology A/S in the US and EU.

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METHODOLOGY APPROACH - TV ADVERTISEMENTEYE TRACKING / READING METRICS / EMOTION METRICS


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Case:You have a 30 secs. TV Ad which you want to edit to a 15 second Ad. Which scenes should I keep? Should I change the ending? Can I do something to enhance my branding?, etc...

Methodology: Attention Tool® + Questionnaire

Representative frame of each scene 30 second TV Ad

Cell A: 60 people each (30 M / 30 F) / Young & Old Cell B: 60 people each (30 M / 30 F) / Young & Old

Cell BCell A


Bee Swarm + Rubber Bands

EMOTION METRICS

Emotional Activation

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Target segment

METHODOLOGY APPROACH - TV ADVERTISEMENT ANALYSIS



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Product feature and seen

Product feature and not seen

Product not feature

more than 75%

between 50% & 75%

between 25% & 50%

Males FemalesEYE TRACKING METRICS: Bee Swarm - Rubber Bands

NEW

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% Total viewers

25%

50%

75%

-- - - -Branding

Attention

EYE TRACKING METRICS: Bee Swarm - Rubber Bands

NEW

9

8

7

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5

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3

2

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Arousal

Males Females

EMOTION METRICS: Emotional Activation Curve

This graph states the Arousal level each scene produces with the consumer

Product seen / not seen

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? Cognitive Interpretation



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Answers to the Questionnaire: Which brand was shown in the Ad?Young: 39% Stimorol & 58% V6 / Old: 19% Stimorol & 73% V6(Cognitive analysis supports that the brand is not being noticed in the ad.)

Conclusions / Learnings:

‣ The Ad movie works well emotionally but it does not achieve to expose the product / brand properly and benefit from the “high” emotional activation. This is also confirmed by the low recall rate especially with the “Young” segment.

‣ Use the woman ability to create emotional activation to grab attention as she generates considerable more emotional activation than the man.

‣ Capitalize when the product is in touch or on top of the main characters (man & woman) as it is only then it gets exposure, otherwise it is not seen.

‣ The people and their faces get the attention of the respondent, not the rest, including the “flying bubbles”.

‣ The “flying bubbles” are basically not seen throughout the ad. They distribute the attention of the respondent preventing the attention on the main messages.

‣ The shot of the inside of the chewing gum (frame 3) gets the lowest Emotional Involvement of all the ad.

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METHODOLOGY APPROACH - PACKAGINGEYE TRACKING / READING METRICS / EMOTION METRICS


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Background & ObjectivesYou have 5 different package designs of a new product and you want to choose which one to launch to market.Methodology: Attention Tool® + Questionnaire

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METHODOLOGY APPROACH - PACKAGING

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Questionnaire


Shelf testing

Target segment

Cell: 60 people (30 M / 30 F)

5 New Packaging Proposals



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1. Emotional Activation (Arousal) = Stopping power / Ability to grab attention

5 New Packaging Proposals

to next step

Hardware setuo

When you check the Emotional Activation results you do not have to pick the “winner” but rather take out the “losers” (those ones that got the lowest Emotional Activation). You might thus take out the 2-3 weakest packaging proposals and keep the ones with “Stopping power” or ability to grab attention.

✓- - - ✓

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2.a Eye Tracking (Spotlight) = Branding & Communication measurement / Individual analysis

a. Comparison Analysis: To know what is holding the attention of the consumer in the packaging proposals (the product, logo, product name, ingredients, slogan, benefits etc..,) in which order and for how long. Based on what the brand wants to prioritize, you can quickly see which proposal communicates the core messages & claims in the most efficient way.

Tropical (T) Watermelon (W)

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HIGHLIGHTS T (Time spent) W (Time spent) T (View order) W (View order)

Stimorol 5% 5% 7 2

Senses 22% 28% 1 1

Enjoy the experience 7% X 2 X

Flavor 6% 9% 6 3

New 3% 5% 4 4

Piece of Gum 12% X 3 X

14 gums 4%8%

55

Sugar free (gum) 6%8%

85

2.a Eye Tracking (Highlight) = Branding & Communication measurement / Individual analysis

Tropical (T) Watermelon (W)

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b. Shelf Analysis: To know which proposal has better characteristics as a packaging system in order to break out of the competitive clutter. These proposals will have a better change to be noticed, thus to be purchased.

NOTE: This shelf example does not correspond with the packages in focus.

Spotlight analysis Highlight analysis Hardware setup

2.b Eye Tracking (Spotlight & Highlight) = Branding & Communication measurement / Shelf analysis

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3. Questionnaire = Cognitive interpretation of the package

This step will give you insights to what the consumer thinks consciously about the specific packages.

?Questions about:

Recall Brand familiarity

Brand associations Purchase intent

Perceived quality

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Emotional Activation (Arousal) = Stopping power / Ability to grab attention

Eye Tracking (Spotlight & Highlight) = Branding & Communication measurement(Individual Analysis & Shelf Analysis)

Questionnaire = Cognitive interpretation of the package

Adding up these 3 analysis, brands have clear and robust data from the non conscious to the purely cognitive interpretation to choose the packaging proposal with most chances to succeed in the market.

Winning Packaging Proposal

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For case studies go to http://www.imotionsglobal.com/Case+Study

The Watermelon package is better than the Tropical package:

‣ Better branding

‣ Better hierarchy of brand communication elements

‣ Better distribution / order of brand communication elements

‣ Higher emotional activation / stopping power

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http://www.imotionsglobal.com/Cases



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METHODOLOGY APPROACH - PRINT ADVERTISEMENTEYE TRACKING / READING METRICS / EMOTION METRICS


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Background & ObjectivesYou have 5 different art direction proposals for your new campaign and you want to know which is the strongest option. You can also pin point which ones to implement to your different target segments.


METRICS

1. EMOTION METRICS (Emotional Activation)a. Arousal = Stopping power / Ability to grab attentionb. Comparative Matrix

2. EYE TRACKING METRICS (Spotlight & Highlight) = Branding & Communication measurement


= Winning Proposal

Target segment

Cell: 60 people (30 M / 30 F)

METHODOLOGY APPROACH - PRINT ADVERTISEMENT

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Questionnaire




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PARIS = 3.7 RIO = 4.0 FIJI = 4.7 IBIZA = 1.4 MILAN = 5.5

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to next step

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When you check the results you do not have to pick the “winner” but rather take out the “losers” (those ones that got the lowest Arousal). You might thus take out the 2-3 weakest ad proposals. Sometimes it is difficult to know which ones to choose as they may appear to be very similar. Then go to the Comparative Matrix.

✓- - ✓

1.a Emotional Activation (Arousal) = Stopping power / Ability to grab attention




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This matrix facilitates the selection of the stimuli by telling if they are significantly different or not among each other. The matrix is telling us that “MILAN” (being the strongest proposal emotionally) is only significantly similar with “FIJI”, thus these 2 proposals are the “winners” and will go to the next step.

Pairwise Comparison Matrix

60_PARIS 50_RIO 54_FIJI 56_IBIZA 59_MILAN

60_PARIS H0 accepted H0 accepted H0 accepted H0 rejected H0 rejected

50_RIO H0 accepted H0 accepted H0 accepted H0 rejected H0 rejected

54_FIJI H0 accepted H0 accepted H0 accepted H0 rejected H0 accepted

56_IBIZA H0 rejected H0 rejected H0 rejected H0 accepted H0 rejected

59_MILAN H0 rejected H0 rejected H0 accepted H0 rejected H0 accepted

H0 accepted = similar to each otherH0 rejected = significantly different

PARIS = 3.7 RIO = 4.0 FIJI = 4.7 IBIZA = 1.4 MILAN = 5.5

✓ ✓-

1.b Emotional Activation (Arousal); Comparison Matrix




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What is important here, is to know if the consumers look at the product / service, logo, description, slogan, benefits etc. and how much do they do it. Based on what you want to prioritize, you can quickly see if the proposals have enough brand communication power and what they are lacking.

Spotlight analysis

Highlight analysis

TO NEXT STEP

Hardware setuo


2. Eye Tracking (Spotlight & Highlight) = Branding & Communication measurement



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This step will give you insights to what the consumers think consciously about the specific ads.

?Questions about:

Recall Brand familiarity

Brand associations Purchase intent

Perceived quality


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✓Cognitively, the respondents prefer to be pampered than to go shopping.



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Emotional Activation (Arousal & Comparative Matrix) = Stopping power / Ability to grab attention

Eye Tracking (Spotlight & Highlight) = Branding & Communication measurement

Questionnaire = Cognitive interpretation of the package

Adding up these 3 analysis, brands have clear and robust data from the non conscious to the purely cognitive interpretation to choose the advertisement proposal which communicates best.

Winning Advertisement Proposal

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For case studies go to http://www.imotionsglobal.com/Case+Study






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METHODOLOGY APPROACH - SHELVE / SPACE MANAGEMENTEYE TRACKING / READING METRICS / EMOTION METRICS


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METHODOLOGY APPROACH - SHELVE / SPACE MANAGEMENT

Background & ObjectivesYou want to know the optimal space arrangement for 2 groups of products in the same shelf. How do I maximize my exposure?NOTE: This methodology can be used for all type of shelve, display and POS space management and to evaluate new packaging system proposals.


“Configuration 1”: Fusion group of products on Top shelf “Configuration 2”: V6 group of products on Top shelf

Cell A: 60 people each (30 M / 30 F) Cell B: 60 people each (30 M / 30 F)

Spotlight Highlight


Spotlight Highlight


EYE TRACKING METRICS (Spotlight & Highlight) = Branding & Communication measurement

Target segment



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Highlight

HIGHLIGHTS Fusion at the top (Time spent)

V6 at the top (Time spent)

Top Shelf 15% 12%

Middle Shelf 10% 11%

Discount Divider X 4%

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METHODOLOGY APPROACH - SHELVE / SPACE MANAGEMENT

Spotlight

Answer:

You maximize your exposure by placing the “Round” group of products in the Top shelf and the “Squared” group of products in the Middle shelf.

Insight:

Discount groceries divider gets attention & is looked at by approximately 75% of the respondents.



EYE TRACKING SOLUTIONS

Redistribution is not permitted without written permission from iMotions. “iMotions’ trademarks” are registered trademarks of iMotions - Emotion Technology A/S in the US and EU.

iMotions is a high-tech development company specialized in eye tracking software and services.

We develop Attention Tool®, which is the most robust eye tracking software platform for Market Research and Usability in the World.

Our leading eye tracking technology is proven and have several patents pending on emotion measurements and reading pattern recognition, which make is unique. We are a step ahead of all other eye tracking softwares by providing not only eye tracking, but a new way of measuring consumer behavior in a 100% non intrusive way.

iMotions offers a World-wide full eye tracking solution with Attention Tool® to Marketers, Market Researchers, Media and Advertising Agencies, Universities, etc...You can license the software with different models to fit your specific needs. We develop R&D projects for custom feature creation or further exploration of our technology. We also provide market research services and have a vast data collection network available with Attention Tool in US.

Our headquarters are in Copenhagen, Denmark. We have offices in India and have resellers representation in UK, Australia and Latin America.

Some of our clients are: P&G, Nestle, Carlsberg, Kraft, Millward Brown and market research companies in 20 countries around the World.

Check more on www.imotionsglobal.com



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