TMRC – From Consumer Myths to Brand Legends

www.tmrcresearch.com

TMRC EYE SPY Eye-tracking

Biometric observation & explicit interviews:

to gain comprehensive consumer & shopper insights, provide results-oriented and actionable and creative recommendations to manage pack, print, web & shelf

much more effectively

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Eye Spy Eye-TrackingEye Spy Eye-Tracking

Valuable insight into subconscious behavior.

It records biometric & real actions & responses instead of self reported,

rationalized and as such completely biased

contemplations

Determine cognitive Determine cognitive processes related to processes related to

visual stimulation visual stimulation such as decision such as decision

making, making, brand/message brand/message

recognition, recognition, engagement etc.engagement etc.

It is non-invasive, scientifically accurate & inexpensive

3

‘‘TMRCTMRC Eye Spy’Eye Spy’ is an IntegratedIntegrated & 360360Consumer Research Approach

Packaging

Print

Indoor Advertising

Web Usability

Online Ad Test

Shelf

4

Web Usability Test

Web Usability Test

Analyze user interaction between clicks & provide valuable insights into:Which features / cues are most eye-catchingWhich features / cues cause confusion or obstruct message processingWhich ones ignored altogether

Pack & Print Test

Pack & Print Test

Gauge ability to hold a reader’s attention

Engage consumers & communicate effectively

Drive well design layout for clear & immediate communication

On screen presence does not guarantee consumption or even attention

Make sure executions are noticed, attract, get consumed and convey intended message

Online Ad TestOnline Ad Test

I. Screen Eye-Tracking: a magnificent tool for various applications:

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Unobstructed In-Store Research, for Shelf and Pack Testing Non-intruding on real world & natural

shopping behavior

Supreme data reliability IR tracking technology maps real

time data accurately & objectively to the whole shelf

Extremely Insightful Replay & export individual and

aggregated quantitative data for comprehensive analysis

Flexible combination with qualitative interviews

II. New Generation Ground-Breaking

Mobile Eye Tracking

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Correlation Biometric and Conscious Processing

Visual Consumption (Biometrics)

Ele

men

ts R

ecal

l &

Mes

sag

e P

erce

pti

on

(C

on

scio

us

Pro

cess

ing

)

Higher Visual Consumption High Recall = EFFECTIVE

Low Visual Consumption High Recall = BRAND EQUITY DRIVEN ONLY

High Visual Consumption Low Recall = COMPLICATED/CONFUSING

Low Visual Consumption Low Recall = NEEDS MAJOR IMPROVEMENT

Clearly pinpoint impressions & perceptionsClearly pinpoint impressions & perceptions

Identify issues with message communication Identify issues with message communication

content content

and visual executionand visual execution

Identify drivers for perceptions & message Identify drivers for perceptions & message

understanding & message processing in the Mindunderstanding & message processing in the Mind

ActionableActionable

‘‘Eye Spy’ is Eye Spy’ is action-action-oriented, oriented,

result result driven driven with with

TMRC’s TMRC’s usual usual

exhaustiexhaustive ve

creative creative recommerecommendationndationss

DiagnosticDiagnostic

Measures Measures Effectiveness of Effectiveness of communication communication elements:elements:

Screen Tracker - Print, Web Screen Tracker - Print, Web Design & Online Design & Online advertising advertising Testing.Testing.

• Mobile - Pack & Shelf Test.Mobile - Pack & Shelf Test.

EvaluativeEvaluative

‘‘Eye Spy’ helps to Eye Spy’ helps to ‘get it ‘get it right’ first right’ first

timetime rather rather than than

experimeexperimenting with nting with

costly costly marketing marketing campaigncampaign

..

FastTopline Report turn around time is around 1 week from Field Work.

Cost Efficient Cost includes setup, recruitment, testing & reporting, and Explicit Interviewing

Depth of Analytics/InsightsDiagnostic, Evaluative & Actionable

TMRC – From Consumer Myths to Brand Legends

www.tmrcresearch.com

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www.tmrcresearch.com

TMRC Thailand:2 Ploenchit Center, G Floor, Sukhumvit Road, Klongtoey Nua, Wattana, Bangkok 10110, ThailandTel: +66 (0) 2 305 6629 Fax: +66 (0) 2 305 6674

TMRC Thailand:2 Ploenchit Center, G Floor, Sukhumvit Road, Klongtoey Nua, Wattana, Bangkok 10110, ThailandTel: +66 (0) 2 305 6629 Fax: +66 (0) 2 305 6674

TMRC China:Shanghai: Floors 2-3, Bldg. B, No 1000, Chang Ping Road, Shanghai 200042, China 上海市昌平路 1000 号 B 座 2-3 楼 Tel: +86-21-6218-3377 Fax: +86-21-6271-1217 Beijing: Studio 210, 3 Guang Qu Rd, Image Base Art Studios, Beijing, China 北京市朝阳区广渠路 3 号竞园艺术家工作室新20-210 室

TMRC India:123, 1st Floor, Vipul Agora, M.G. Road Gurgoan, 122001, Delhi, IndiaTel: +91 124 4609906 Fax: +91 124 4609900

TMRC India:123, 1st Floor, Vipul Agora, M.G. Road Gurgoan, 122001, Delhi, IndiaTel: +91 124 4609906 Fax: +91 124 4609900