TMRC – From Consumer Myths to Brand Legends www.tmrcresearch.com TMRC EYE SPY Eye-tracking Biometric observation & explicit interviews: to gain comprehensive consumer & shopper insights, provide results-oriented and actionable and creative recommendations to manage pack, print, web & shelf much more effectively
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TMRC – From Consumer Myths to Brand Legends
www.tmrcresearch.com
TMRC EYE SPY Eye-tracking
Biometric observation & explicit interviews:
to gain comprehensive consumer & shopper insights, provide results-oriented and actionable and creative recommendations to manage pack, print, web & shelf
much more effectively
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Eye Spy Eye-TrackingEye Spy Eye-Tracking
Valuable insight into subconscious behavior.
It records biometric & real actions & responses instead of self reported,
rationalized and as such completely biased
contemplations
Determine cognitive Determine cognitive processes related to processes related to
visual stimulation visual stimulation such as decision such as decision
making, making, brand/message brand/message
recognition, recognition, engagement etc.engagement etc.
It is non-invasive, scientifically accurate & inexpensive
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‘‘TMRCTMRC Eye Spy’Eye Spy’ is an IntegratedIntegrated & 360360Consumer Research Approach
Packaging
Print
Indoor Advertising
Web Usability
Online Ad Test
Shelf
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Web Usability Test
Web Usability Test
Analyze user interaction between clicks & provide valuable insights into:Which features / cues are most eye-catchingWhich features / cues cause confusion or obstruct message processingWhich ones ignored altogether
Pack & Print Test
Pack & Print Test
Gauge ability to hold a reader’s attention
Engage consumers & communicate effectively
Drive well design layout for clear & immediate communication
On screen presence does not guarantee consumption or even attention
Make sure executions are noticed, attract, get consumed and convey intended message
Online Ad TestOnline Ad Test
I. Screen Eye-Tracking: a magnificent tool for various applications:
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Unobstructed In-Store Research, for Shelf and Pack Testing Non-intruding on real world & natural
shopping behavior
Supreme data reliability IR tracking technology maps real
time data accurately & objectively to the whole shelf
Extremely Insightful Replay & export individual and
aggregated quantitative data for comprehensive analysis
Flexible combination with qualitative interviews
II. New Generation Ground-Breaking
Mobile Eye Tracking
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Correlation Biometric and Conscious Processing
Visual Consumption (Biometrics)
Ele
men
ts R
ecal
l &
Mes
sag
e P
erce
pti
on
(C
on
scio
us
Pro
cess
ing
)
Higher Visual Consumption High Recall = EFFECTIVE
Low Visual Consumption High Recall = BRAND EQUITY DRIVEN ONLY
High Visual Consumption Low Recall = COMPLICATED/CONFUSING
Low Visual Consumption Low Recall = NEEDS MAJOR IMPROVEMENT