It may come as a surprise but this insight comes from Millward Brown in the recent article “Creative Effectiveness” (ADMAP, Nov, 2012).
In the article Millward Brown writes that ads which won IPA, Effie and Cannes Lions awards score highly on three of13 criteria that are part of a Millward Brown Link test:
The data presented by Millward Brown appears to support this. Continue reading
November 2011 has been an interesting month for eye tracking user interfaces: Tobii announced the release of EyeAsteroid, the world’s first eye-controlled arcade game.
Eye Asteroids is a good PR vehicle Joakim Isaks of Tobii writes;
“EyeAsteroids is more of a novelty and designed to create a ‘wow, this actually works’ reaction when you try it for the first time.” Continue reading
Ernest Rutherford won a Nobel Prize in Chemistry in 1908 before becoming the first person to split the atom in 1917, he went on to discover and name the proton. The chemical element Rutherfordium (element 104) was named for him in 1997.
There is no doubt Rutherford was a smart man, he was also an outspoken one. My favourite quote by him is:
“An alleged scientific discovery has no merit unless it can be explained to a barmaid.”
We want to apply the Rutherford test to neuro market research and invite companies in the field of EEG, FMRI and similar technologies to join us in an experiment at The Cherry Tree in Steventon near The Rutherford Appleton Laboratory in Oxfordshire UK.
2003 we purchased the first Tobii eye tracker ever sold to a commercial organisation. We were delighted and wanted to see how far the technology could be pushed so we tried it with Tom who was just two years old at the time:
Continue reading
There is a fundamental problem with most market research. David Ogilvy, the ‘Father of Advertising’, recognised it:
“People don’t do what they say, don’t say what they think, and don’t think how they feel.”
Traditional methods of market research focus on what can be gleaned from the conscious mind largely because until recently the tools to investigate the subconscious mind were not readily available.
THiNK Eyetracking has recently completed a comparison study of an award wining national advertising campaign that clearly shows the difference in conscious and unconscious responses to advertising. Continue reading
THiNK is proud to announce we are an Ogilvy Innovation Partner and have installed a turnkey eye tracking solution at Ogilvy’s London office in Canary Wharf.
Ogilvy Innovation Labs get a THiNK turnkey eye tracking solution.
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
Two of the things that I love about eye tracking are:
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
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:
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