Tag Archives: eye tracking market research

Apple Of My Eye, Tracking?

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There is much interest in rumors that Apple has licensed a Tobii Technology eyetracking platform to be used in a tablet, confidentiality agreements mean that I can’t comment on that. But I do know Apple users will not be getting eye tracking as an input device anytime soon, if indeed ever, because of one inalienable fact; Eye Tracking is not as good as multi touch:

Eye tracking is no more accurate than your finger

Your eye is constantly moving, tiny movements, that you don’t even notice, just in the same way that when you run, the World looks stable, you don’t notice that you are moving up and down as well as forward. But when Kate Adie’s standard issue BBC camera man runs away from a ‘contact’ in Basra the picture bounces around so as to be largely indecipherable. Your brain smoothes out the movement, cameras don’t have brains so they can’t. Continue reading →

Is Kate Moss Worth It £33,000 a Day ?

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Kate Moss reportedly makes £33,000 per day we wanted to research what additional attention she brings to an advert; we eye tracked several luxury perfume magazine advertisements and were surprised by the result: Supermodel Kate Moss did not attract any more attention than an ‘unknown’ model.

Coco Chanel

93% of readers viewed both the Chanel and the Armani Code advertisements. Continue reading →

Cuing customers to look at your key messages

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This is an example we have used for several years and came out of some very early research we did with JCDecaux, but we have never put it into a blog, so I thought I’d revisit it here.

In the research, one of the questions we were exploring was how visual attention can be directed through elements of an advertisement. One such cuing element we investigated was the models visual attention. Most beauty and hair care advertisements follow a basic template of the model looking out engaging with the viewer and a pack shot sharing a significant amount of the ad real estate also. An example of this is the Sunsilk advertisement below, along with a heatmap of 200 people viewing it.

Note that there is very little attention on the pack shot and brand logo. In fact just 6% of the people looked at the pack!

What happens if the model is engaging with the product rather than the viewer? We photoshopped the ad and turned the models eye to the pack shot. See the results below:

This tiny change had a profound effect. 84% of the viewers now looked at the pack! This is 14 times more people looking at the pack. You can also see that there is overall greater engagement with the ad, including more attention to the brand logo at the bottom.

I‘m not suggesting that every ad should have the model looking at the product or key message, but using the model’s gaze can be a very effective way of guiding the viewers gaze and communicating key messages.

Think Eyetracking at Insight Show 2008

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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.