Category Archives: News

Award Winning Adverts Irrelevant and Incomprehensible?

Posted on by
Reply
Share

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:

  • Enjoyment
  • Involvement
  • Different to other adverts

The data presented by Millward Brown appears to support this, but one of the thirteen criteria that make up the Link test is mysteriously missing from the Effie results. Continue reading →

Brand Building Takes Time AND Talent

Posted on by
1
Share

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

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 →

Ogilvy and Bunnyfoot Partnership

Posted on by
1
Share

Today we are proud to announce the partnership between OgilvyOne in Hong Kong and Bunnyfoot Asia. The partnership gives Ogilvy’s creative teams and clients actionable eyetracking research findings with a 24 hour turn around.

Rory Sutherland Vice Chairman of Ogilvy Group said;

“This is tremendous news. In truth, I think many of the models and methods which underpin the advertising industry are so naive, tired and outmoded I would welcome a system of analysis based on Tarot readings as at least bringing a little variety into our lives. But to see a scientific approach of this kind is especially welcome, and in the agency of David Ogilvy, doubly so.”

The methodology first developed here at Bunnyfoot’s specialist eyetracking arm, Think Eyetracking, has been tailored to meet the specific needs of Ogilvy’s creative process and is called REAP – Rapid Eyetracking Advertising Protocol and delivers actionable results in 24 hours based on at least 30 eye tracked interviews.

REAP is affordable pre-testing methodology that optimises designs and reduces the risk in choosing which creative treatment to go with.

Rob Stevens co-founder of Bunnyfoot said;

“We have been working with Ogilvy for three years, in Europe, Asia and America to understand them and their client’s needs, this partnership is the culmination of a lot of hard work and we are duly proud!”

Think Eyetracking at Insight Show ‘09

Posted on by
1
Share

For the past two days Think Eyetracking has been at the Insight Show at Olympia in London.

Our theme was “Great minds like a think” after the fantastic Economist advertisement we frequently use as an example of how eye tracking can give us insight into people’s engagement with communications. On specially designed Think wallpaper we hung portraits of great minds with some of our favourite quotes, including,

“The most important word in the vocabulary of advertising is TEST. If you pretest your product with consumers, and pretest your advertising, you will do well in the marketplace.” – David Ogilvy

“Half the money I spend on advertising is wasted; the trouble is I don’t know which half!” – John Wanamaker

“It is the new and different that is always most vulnerable to market research.” – Malcolm Gladwell

Dan White and Robert Stevens presenting TV and email eye tracking case studies

Dan White and Robert Stevens presenting TV and email eye tracking case studies

On the second day of the conference, Rob spoke with Dan White, Head of Marketing Solutions at Millward Brown, about integrating neuromarketing research techniques such as eye tracking with more traditional research techniques. The talk was extremely well attended. Many thanks to Dan for presenting with us and introducing Think as Millward Brown’s eye tracking partner. Many case studies were shared of eye tracking research we have done across many different channels including email, TV, print, pack, and web. If you missed the talk, please check back soon as we will be posting a video of it soon.

Unfortunately I have little to say beyond our experience as an exhibitor at the show as our stand was so busy, I did not get a chance to look around or watch other presentations. This year Insight was combined with three other exhibitions creating a larger event, Marketing Week Live. In my opinion this was a great format.

If you went, what did you think? Are trade shows worth it in these times of economic downturn?

MENG Marketing Trends 2009

Posted on by
1
Share

A recent survey completed by Anderson Analytics for the Marketing Executives Networking Group (MENG) has revealed that two-thirds of executives believe their use of market research will stay the same or grow over the coming year.

As market researchers, and especially given the current economic climate, this is great news for us!

So we want to let all of the marketers out there know that Think Eyetracking is listening and addressing the current marketing trends.

1. Innovation and market research are key.

Here at Think Eyetracking we pride ourselves on using innovative methods.  We have the first eyetracking omnibus in the UK, we have unique software to help you clearly understand and apply the research we do, and our approach combines implicit and explicit research tools.

2. Customer satisfaction is a priority.

By the very nature of eyetracking all of our research is done in face to face interviews.  We talk to actual customers, and our implicit techniques allow us to find out what they will actually do, not just what they say they will do.  The first step in satisfying customers is understanding what they really want, so explicit questioning and self-reports are not enough.

3. China is ranked as the no.1 area for opportunity.

We are also grabbing opportunity by the horns and have just opened a Hong Kong office so we will be there as a local resource as marketers expand to Asia.

4. Green marketing is losing importance.

Although the issue of global warming saw a decrease in importance in the survey, we’re not trend followers.  We’ll still be doing our part to minimise the damage we’re doing to the planet.  Think Eyetracking has teamed up with Carbon Clear, an organisation who specialises in managing carbon efficiency.  We will still be planting trees for our participants.

Think Eyetracking at Insight Show 2008

Posted on by
Reply
Share

 

Natasha French demonstrating eyetracking with SuperVisual.

Natasha French demonstrating eyetracking with SuperVisual.

Last week we enjoyed two great days at the Insight Show, the UK’s only dedicated exhibition for market research experts. With around 2000 visitors from the market research sector, it was the ideal platform to showcase our services, share our unique software (SuperVisual), build relationships, and raise our profile within the industry.

Our stand was well received and our team were on hand to deliver advice and information regarding eyetracking and our services. We gave a number of eyetracking demos to show visitors; putting out the message that Think Eyetracking has a unique offering to help other market research agencies, creative agencies, and end clients.

Robert Stevens

Robert Stevens

Rob Stevens’ (Director and Co-Founder of Think) presentation on how eye-tracking can be used to identify high cognitive engagement and moments of increased suggestibility in consumers was well attended. The presentation explored eyetracking as a neuromarketing approach and the importance of combining implicit and explicit research techniques.He explained the benefits of combining eye-tracking with traditional market research methods.

Tristan Gadsby

Tristan Gadsby

Tristan Gadsby of Virgin Holidays joined Rob and provided a client perspective.His case study impressed the audience with details of how Think eyetracking has helped Virgin Holidays with both their online and offline marketing efforts.

We thank all of the people that came and chatted to us at our stand and who attended Rob and Tristan’s presentation.We look forward to working with many of you.