Gerry Moira Chairman & Director of Creativity, Euro RSCG says that this is a great ad:
Award Winning Freelander Ad.
Does the collective subconscious of 90 people make a better judge than 1 Gerry Moira?
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Can a 30 Sec Spot Be As Effective As A 60?
We are often commissioned to answer variations of this question so we thought it would be good to share an example. We showed The Word, an award winning advert to 30 viewers while we tracked where their eyes looked and recorded their subconscious emotional reactions using facial coding.
The Word
8% More Bang For Your Media Spend in 3 Days
We love this advert by Saatchi & Saatchi for Visa called Football Evolution:
The concept behind Football Evolution is itself an evolution of an earlier ad by Saatchi & Saatchi called Running Man:
When we tested Football Evolution as part of our weekly omnibus we found that viewers were engaged and enjoyed the ad but we were surprised to find it didn’t do as well as Running Man for some key metrics including recall and recognition and message delivery. We reviewed the emotional response and the eye tracking data and the disconnect quickly became apparent:
In the final scenes of Running Man the mystery of why the actor is naked is resolved and both women and men experience enjoyment, then the actors fade into the background and are replaced by the Visa card image and tag line “Life FLOWS better with Visa”. In Running Man the emotional high point is strongly linked with the branding moment and we know that emotion and memory are strongly linked. Continue reading
Brand Building Takes Time AND Talent
The lead story in this week’s Campaign about Pfizer looking for a retained European agency a for a well known pharmaceutical product reminded us of the award winning advert for Vitta Farma:
The Original Vitta Farma Ad
So we tested the advert in our omnibus in the context of Men’s Health magazine with a sample of thirty men and found that the advert elicited subconscious emotional responses of surprise with confusion, mild shock and in some cases disgust. These emotions were not resolved in the majority of readers because they did not know what the brand Vitta Farma does and they didn’t read the white out of pink text ‘Medicine for erectile dysfunction with special discount.’ As can be seen by the eye tracking heat map. Continue reading
The (Long Forgotten?) Art of Long Copy
Some months ago I was discussing the demise of long copy advertisements on a train journey with Rory Sutherland: I asked him if thought the amount of time we spend online had shortened our attention spans and if this had led to the demise of long copy ads?
“Oh no my dear boy!” Boomed the reply. “The decline began long before that, you see the problem stems from when the industry started to place more emphasis on art and less on the copy, this happened at least ten years before the internet came into its own.”
I was encouraged by Rory’s response and wanted to test if people would still engage with long copy adverts. As good fortune would have it I found a I copy of Good Housekeeping from the late 90’s whilst on holiday in France. Whilst flicking through it I found an interesting long copy ad from BT. I ‘borrowed’ the magazine and included the BT advert as part of a ThinkPrint Advertising Effectiveness omnibus study. Continue reading
The Truth About Tropicana, or How to save $100,000,000 Using Observational Research
Dear Mr. Neil Campbell, President, Tropicana North America
RE: The Truth About Tropicana
We all make mistakes, so no one can blame you for saying that the Tropicana repackaging re-call was a concession to noisy bloggers and social media outcry amongst passionate Tropicana fans. It’s a credible story and one where you appear to have bowed to consumer pressure – something that allows you to use the situation to your advantage – you, Tropicana, have consumers so attached to your old-packaging that you had no choice but to revert back to it, to keep them happy!
However, the truth is much simpler. With the new packaging design Tropicana suffered a $33 million sales drop and without considering properly why this might be the case you risk confusing yourself about the real cause for Tropicana’s sales loss.
You see, while you undoubtedly blame the sales loss on the repackaging, you probably blame it on the wrong elements of the repackaging. And that could prove a fatal mistake. Continue reading
Make sure you do good audience research: observe don’t ask
One of the things we’ve learned about research at Think Eye Tracking is that people don’t always tell the truth, the whole truth and nothing but the truth. This article explains why that can happen and how eye tracking can be used to peer into peoples subconscious thought processes.
Think Eye Tracking recently showed the above picture to thirty men and thirty women for five seconds while they were being eye tracked. They did not know what they were going to see, we surprised them! Continue reading
Eye tracking and User Experience for Game Play
Two of the things that I love about eye tracking are:
- Actionable results
- Intuitive and easy to understand reporting
The eye tracking on this piece of research was done using a head mounted eye tracker by Locarna. This type of eyetracker is particularly useful for shopper research or as we will see, other real World situations such as user testing games that have novel or complex interfaces and peripherals.
One of the most successful areas for growth in the last decade has been the games industry; it grossed $11.7 billion in the US alone in 2008 which, surprisingly for some, is more than the film industry. Continue reading
Eye Tracking, Psycho-physiology & In-Game Advertising
I’m off to the Games Development Conference in San Francisco next month and it reminded me to do some blogs about what we have been up to since we started eye tracking games in 2007. Back then, we were using eyetracking and psycho-physiological measurements to investigate the subconscious processes that gamers experience as they play. The results are impressive:
Eye (Tracking) For The Ladies – The Subconcious Secrets of a Speed Dater
We recently produced an article for The Sun on speed-dating; using Headmounted Eyetracking to attain insight into the subconscious thoughts of the speed dater.
We often use Headmounted eyetrackers to help brands and supermarkets understand how consumers shop, and I was pleased to use the technology to help the speed dater, Josh, on what may be the most important “purchase” decision he makes! Continue reading