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
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?
