VISUAL PERFORMANCE                                                                        PRE-TESTThe Worlds First Online ...
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VISUAL PERFORMANCE                                                Visual EffectivenessPRE-TEST                            ...
Web Page Analysis                                                                           VISUAL PERFORMANCE            ...
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Eye Track Shop General Presentation Linked In

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Find out why brands such as Google, Facebook, Spotify, General Mills, GNC, Brown and Toland, AOL, Millward Brown, P&G, Landor, H&M, Carat, Nielsen and many more are utilizing EyeTrackShop as an affordable methodology for ad effectiveness testing and usability studies.

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Eye Track Shop General Presentation Linked In

  1. 1. VISUAL PERFORMANCE PRE-TESTThe Worlds First Online Eye Tracking Solution for Webcams DEVELOPED IN PARTNERSHIP WITH TOBII TECHNOLOGY, THE WORLD LEADER IN EYETRACKING AND EYECONTROL “BRILLIANTLY SIMPLE” May 2012 Presented By: Kerry Inserra, VP Client Services Kerry@eyetrackshop.com 2011 © EyeTrackShop, Inc. All Rights Reserved. Confidential and Proprietary 1
  2. 2. CompanyPERFORMANCE VISUAL Background PRE-TESTFounded 2009•  Offices in Shanghai, New York, San Francisco, Stockholm•  The Worlds First Webcam EyeTracking Solution has been developed in partnership with Tobii Technology, the World Leader in EyeTracking and Eye ControlBUSINESS MODEL•  Online Tool for Measuring Visual Effectiveness for: –  Advertising & Websites –  Communications –  Packaging –  In-Store –  And More! 2011 © EyeTrackShop, Inc. All Rights Reserved. Confidential and Proprietary 2
  3. 3. VISUAL PERFORMANCE PRE-TEST
  4. 4. VISUAL PERFORMANCE WHAT WE DO PRE-TESTWE IDENTIFY WHERE PEOPLE LOOK,FOR HOW LONG AND IN WHAT ORDER http://www.youtube.com/watch?v=ovLEnoz3Ox8 2011 © EyeTrackshop, Inc. All Rights Reserved. Confidential and Proprietary 4
  5. 5. WHY WE ARE UNIQUE VISUAL PERFORMANCE PRE-TEST Visual Digital Insights Effectiveness Benchmark DatabaseGLOBAL CAPABILITIES ONLINE PANELS QUICK TURNAROUND 48h Get the amazing results inTest your Ad work, Pack No hardware or software isDesign or Website needed, just a regular just a few days, to verysimultaneously in multiple webcam affordable pricescountries 2011 © Eyetrackshop, Inc. All Rights Reserved. Confidential and Proprietary 5
  6. 6. VISUAL PERFORMANCE PRE-TESTPackage Design Online/Display Ads Print Ads Advertising Direct Outdoor Marketing 2011 © EyeTrackShop, Inc. All Rights Reserved. Confidential and Proprietary 6
  7. 7. VISUAL PERFORMANCE PRE-TEST Website AnalysisThe Web Visual Report gives a snapshot over how customers interact with your Website.Visual Attention Pattern Opacity Visual Statistics Visual Fixation Order Heat maps are used in eye- Opacity maps are used in eye- Statistics below show Illustrations show the order tracking analysis to visualize percentage of respondents in which key elements have tracking analysis to visualize the what the consumer does NOT that have seen /fixated on been noticed. Thus number most popular areas. The most see. Sometimes even more each key element and the 1 is the first object to be colorful areas indicates what is total average time spent on noticed, 2 is the second and most interesting valuable that what is seen each element. so on. 2011 © EyeTrackShop, Inc. All Rights Reserved. Confidential and Proprietary 7
  8. 8. PRODUCTS VISUAL PERFORMANCE PRE-TEST The Media Analysis Tests measures the performance of a specific MEDIA ANALYSIS communication unit. The test provides intuitive results for how the communication works and where it potentiallyWeb Pages fails, giving valuable information for optimization.Online StoresMagazine CoversEditorial Spread VISUAL ATTENTION PATTERN(S) EYETRACKING STATISTICS QUESTIONNAIRE ANSWERSDELIVERABLES Heat maps/gaze opacity are used in eye- Report gives insights to tracking analysis to visualize the most popular The report also show how many have seen different AOI’s respondents’ likeability, areas. The most colorful areas indicates what in the communication unit, average time to first fixation emotions and intentions etc is most interesting and average time on these areas 2011 © EyeTrackShop, Inc. All Rights Reserved. Confidential and Proprietary 8
  9. 9. VISUAL PERFORMANCE PRE-TESTHow do we do it? 9
  10. 10. HOW WE DO IT VISUAL PERFORMANCE PRE-TEST ETS builds mock-up of the …we send it to the respondents1 page(s) to be tested 2 anywhere in the world Respondents receive a mail on their …and given easy on-screen3 web cam equipped computer… 4 information and instructions 2011 © EyeTrackShop, Inc. All Rights Reserved. Confidential and Proprietary 10
  11. 11. HOW WE DO IT VISUAL PERFORMANCE PRE-TEST Respondent are asked to permit …and are guided into position5 ETS access to the web cam… 6 with easy on-line tools… The stimuli is presented on the screen and The test ends with a quick7 respondent’s gaze is recorded 8 questionnaire of 4 questions 2011 © EyeTrackShop, Inc. All Rights Reserved. Confidential and Proprietary 11
  12. 12. VISUAL PERFORMANCE PRE-TEST Benefits of Eyetrackshop
   Usability and Media Research•  Brand  Li)    •  Simple  but  relevant  metrics  that  measure  visual  ad  effec7veness  to  op7mize  and  ensure  best  possible  user   experience  •  Defini7ve  consumer  insights,  rapid  turnaround  and  affordably  priced  •  Assess  the  alloca7on  of  visual  aBen7on  on  the  screen   –  What  content  catches  they  eye,  in  what  order  and  for  how  long?   –  What  features  cause  confusion?   –  How  can  the  crea7ve  and/or  messaging  be  improved  to  beBer  support  the  user  and  improve  results?  •  Non-­‐invasive  (no  helmets),  natural  tes7ng  environment  increases  validity  of  test  results    •  Differen7ate  and  dis7nguish  empirical  findings  between  men  and  women  (i.e.,  women  more  text  orientated  and   men  more  icon-­‐orientated),  varying  demographics  and  geographic  data    •  Using  conven7onal  methods  alone  will  not  disclose  origin  of  problem  (i.e.,  why  did  they  not  use  the  buBon  or  link?)-­‐ eye  tracking  and  click  analysis  together  can  dis7nguish  between  the  constructs  of  percep7on,  comprehension  and   ac7on  •  Gaze  data  reveals  where  user  is  paying  most/least  aBen7on  to  an  area  allowing  adver7sers  to  beBer  target   customer  and  increase  ROI  •  Deeper  evalua7ons-­‐ABen7on  and  Comprehension  =  Ac7on  •  Highly  relevant  data-­‐Reading  behavior  (scan  path),  cogni7ve  workload,  level  of  aBen7on,  viewers  entry  point  and   level  of  frustra7on  will  provide  useful  basis  to  create  beBer  spa7al  layouts  
  13. 13. VISUAL PERFORMANCE PRE-TEST Top  Line  Study  Results  from  Comscore  (2011)  Visibility:69 percent of the ad impressions were classified as being in-view. The remaining 31 percent weredelivered but never seen by a consumer, a likely result of a consumer scrolling past the ad before it loadedor a consumer never scrolling the ad into view. In-view percentages varied by site and ranged from 7percent to 91 percent.Geographic Validation:An average of 4 percent of ad impressions were delivered outside the desired geography, but individualcampaigns ran as high as 15 percent. In many cases, ads were served in markets where the advertisedproduct was not sold, meaning wasted ad spend and sub-optimal effectiveness results.Brand Safety:72 percent of Charter Study campaigns had at least some ads running next to content deemed “not brandsafe” by the advertiser, meaning that the content is classified as objectionable by the brand. This type ofunsafe delivery has the potential to damage the brand, creating a difficult situation for all members of thedigital advertising ecosystem.
  14. 14. VISUAL PERFORMANCE PRE-TEST
  15. 15. VISUAL PERFORMANCE PRE-TEST Web AdVisual Effectiveness Research-Client Case Study YouTube October 2011 2011 © EyeTrackShop, Inc. All Rights Reserved. Confidential and Proprietary 15
  16. 16. VISUAL PERFORMANCE Visual EffectivenessPRE-TEST Research Report consists of two partsFull page analysis Ad analysis 2011 © EyeTrackShop, Inc. All Rights Reserved. Confidential and Proprietary 16
  17. 17. Web Page Analysis VISUAL PERFORMANCE PRE-TEST Visual Attention Pattern Visual Attention Pattern Heat map OpacityLess attention More attention 2011 © EyeTrackShop, Inc. All Rights Reserved. Confidential and Proprietary 17
  18. 18. Web Page Analysis VISUAL PERFORMANCE PRE-TEST Visual Statistics Web Page A D Moreattention B E C F Lessattention AOI A AOI B AOI C AOI D AOI E AOI FSEEN AOI 40 % 83 % 97 % 100 % 87 % 43 %Benchmark 48 % 82 % 99 % 98 % 55 % 60 %TIME ON AOI 0.4 s 1.0s 2.5 s 1.85 s 1.0 s 0.9 sBenchmark 0.6 s 0.9s 2.8 s 1.99 s 0.9 s 0.8 s 2011 © EyeTrackShop, Inc. All Rights Reserved. Confidential and Proprietary 18
  19. 19. Web Page Analysis VISUAL PERFORMANCE PRE-TEST Web Page Fixation Order Average Time to First Fixation 2 1.56 s 1 0.64 s 4 2.32 s 5 3.11 s 3 1.80 s 6 6.66 sIllustration show average time to first fixation. 1 is the area Illustration show average time to first fixation in secondsrespondents look first at, 2 is the second and so on 2011 © EyeTrackShop, Inc. All Rights Reserved. Confidential and Proprietary 19
  20. 20. Ad Analysis VISUAL PERFORMANCE PRE-TEST Visual Attention Pattern Statistics For Ad Eye Tracking Benchmark * Result SEEN AD 61 % 100 % AVERAGE TIME ON AD 1,02 s 1,85 s -out of those who saw the ad TIME TO FIRST FIXATION 2,72 s 0,65 s -out of those who saw the ad Questionnaire Benchmark * Result AD RECALL 31 % 60 % BRAND RECALL 58 % 97 %Less attention More attention * Benchmark, see method. 2011 © EyeTrackShop, Inc. All Rights Reserved. Confidential and Proprietary 20
  21. 21. Ad Analysis VISUAL PERFORMANCE PRE-TEST Areas Of Interest Statistics MESSAGE Logotype Benchmark * Result MESSAGE SEEN LOGOTYPE 18 % 3% PICTURE AVERAGE FOCUS ON LOGOTYPE 12 % 1% LOGO Message Benchmark * Result 42 % 43 % Ad Fixation Order SEEN MESSAGE AVERAGE FOCUS ON MESSAGE 49 % 18 % 3 5 1 Picture Benchmark * Result 4 2 SEEN PICTURE 42 % 100 %Illustration show average time to first fixation. 1 is the area AVERAGE FOCUS ON PICTURE 38 % 68 %respondents look first at, 2 is the second and so on * Benchmark, see method. 2011 © EyeTrackShop, Inc. All Rights Reserved. Confidential and Proprietary 21
  22. 22. Ad Analysis VISUAL PERFORMANCE PRE-TEST Opinion Intention (Have you changed your opinion about the (What is your relation to the product/ advertiser after seeing this ad) service in this ad Non buyers BuyersOpinion change Benchmark * Result Relationship to content Benchmark * ResultYes, in a positive way 24 % 27 % I have bought it before and will do so again 25 % 73 %Yes, in a negative way 7% 0% I have bought it before but will not do so again 7% 13 %No 71 % 73 % I have not bought it before but will definitely do so 6% 0% I have not bought it before but might do so 31 % 10 % I have not bought it before and will not do so 40 % 3% * Benchmark, see method. * Benchmark, see method. 2011 © EyeTrackShop, Inc. All Rights Reserved. Confidential and Proprietary 22
  23. 23. Methodology VISUAL PERFORMANCE PRE-TEST MethodStudy detailsMedia: Youtube Age GenderAdvertiser: McDonalds -18 9% Male 47 %Stimuli time: 10,00 s 19-24 30 % Female 53 %Benchmark category: SubChannel: Web Ad Search 25-34 20 %Benchmark amount: 272 35-49 31 %Research date: 2011-09-22 50+ 10 %No participants: 30Sample – through panel exchange companies Eye Tracking – in the respondents own environment Stimuli – shown on the respondents computerRespondents are recruited from web panels and In the survey respondents are asked permission to access their Stimuli are shown at the respondents computerrepresents the target group. Respondents are web camera. Thereafter the respondents eye/web camera is screen and respondents looks at them spontaneously.rewarded for their participation by the panel calibrated. During the test the respondents gaze is tracked Stimuli are followed by an questionnaire wherecompany. through the web camera. respondents answers by clicking in their answer. 2011 © EyeTrackShop, Inc. All Rights Reserved. Confidential and Proprietary 23
  24. 24. VISUAL PERFORMANCE PRE-TEST Web Ad Visual Effectiveness Research Spotify November 20112011 © EyeTrackShop, Inc. All Rights Reserved. Confidential and Proprietary 24
  25. 25. Visual Effectiveness Research VISUAL PERFORMANCE PRE-TEST The report consists of two partsSpotify without Facebook ad Spotify with Facebook ad 2011 © EyeTrackShop, Inc. All Rights Reserved. Confidential and Proprietary 25
  26. 26. VISUALPage PRE-TEST Web PERFORMANCE Analysis Visual Statistics Web Page A Moreattention D B C E Lessattention AOI A AOI B AOI C AOI D AOI ESEEN AOI 79 % 64 % 0% 64 % 71 %TIME ON AOI 1.3 s 0.63 s 0s 1.84 s 0.6 s 2011 © EyeTrackShop, Inc. All Rights Reserved. Confidential and Proprietary 26
  27. 27. VISUALPage PRE-TEST Web PERFORMANCE Analysis Web Page Fixation Order Average Time to First Fixation 2 3.68 s 4 4.27 s 2.86 s 1 0s 5 3 3.98 sIllustration show average time to first fixation. 1 is the area Illustration show average time to first fixation in secondsrespondents look first at, 2 is the second and so on 2011 © EyeTrackShop, Inc. All Rights Reserved. Confidential and Proprietary 27
  28. 28. VISUALPage PRE-TEST Web PERFORMANCE Analysis Visual Statistics Web Page A D Moreattention B E C F Lessattention AOI A AOI B AOI C AOI D AOI E AOI FSEEN AOI 33 % 60 % 0% 40 % 7% 13 %TIME ON AOI 1.61 s 0.23 s 0s 1.28 s 0.13 s 0.12 s 2011 © EyeTrackShop, Inc. All Rights Reserved. Confidential and Proprietary 28
  29. 29. VISUALPage PRE-TEST Web PERFORMANCE Analysis Web Page Fixation Order Average Time to First Fixation 4 2.98 s 5 2.05 s 2 0.69 s 6 0s 1 0.10 s 3 1.54 sIllustration show average time to first fixation. 1 is the area Illustration show average time to first fixation in secondsrespondents look first at, 2 is the second and so on 2011 © EyeTrackShop, Inc. All Rights Reserved. Confidential and Proprietary 29
  30. 30. VISUAL PERFORMANCE PRE-TEST Visual Attention Pattern Ad Analysis Visual Attention Pattern Without Facebook ad With Facebook adLess attention More attention Less attention More attention * Benchmark, see method. 2011 © EyeTrackShop, Inc. All Rights Reserved. Confidential and Proprietary 30
  31. 31. VISUALPage PRE-TEST Web PERFORMANCE Analysis Visual Statistics Bottom AdEye Tracking Benchmark * Result Benchmark * ResultSEEN AD 51 % 43 % SEEN AD 51 % 47 %AVERAGE TIME ON AD 0.85 s 0.99 s AVERAGE TIME ON AD 0.85 s 1.06 s -out of those who saw the ad -out of those who saw the adTIME TO FIRST FIXATION 4.92 s 17.8 s TIME TO FIRST FIXATION 4.92 s 28.6 s -out of those who saw the ad -out of those who saw the ad 2011 © EyeTrackShop, Inc. All Rights Reserved. Confidential and Proprietary 31
  32. 32. VISUALPage PRE-TEST Web PERFORMANCE Analysis Visual Statistics Bottom AdEye Tracking Benchmark * Result Benchmark * ResultSEEN AD 51 % 7% SEEN AD 51 % 13 %AVERAGE TIME ON AD 0.85 s 0.19 s AVERAGE TIME ON AD 0.85 s 1.3 s -out of those who saw the ad -out of those who saw the adTIME TO FIRST FIXATION 4.92 s 21.12 s TIME TO FIRST FIXATION 4.92 s 18.25 s -out of those who saw the ad -out of those who saw the ad 2011 © EyeTrackShop, Inc. All Rights Reserved. Confidential and Proprietary 32
  33. 33. Ad PRE-TEST Analysis VISUAL PERFORMANCE How do you experience the How do you experience the audiobanner commercials on Spotify? commercials on Spotify? 0%   7%   7%   7%   10%   13%   23%   29%   58%   48%  Very  good   Very  good  Good   Good  Neither  good  nor  bad   Neither  good  nor  bad  Bad   Bad  Very  bad  (0%)         Very  bad         * Benchmark, see method. * Benchmark, see method. 2011 © EyeTrackShop, Inc. All Rights Reserved. Confidential and Proprietary 33
  34. 34. Ad PRE-TEST Analysis VISUAL PERFORMANCEHow often do you use Spotify? Where do you usually use Spotify? 3%  0%   13%   16%   71% 29% 68%   At home Somewhere else On  a  daily  basis   3-­‐4    7mes  a  week   Once    a  week   Once  a  month         Less  than  once  a  month  (0%)   * Benchmark, see method. * Benchmark, see method. 2011 © EyeTrackShop, Inc. All Rights Reserved. Confidential and Proprietary 34
  35. 35. Methodology VISUAL PERFORMANCE PRE-TEST MethodStudy details Age GenderMedia: Spotify -18 12 % Male 48 %Benchmark category: SubChannel: Web Ad Social Media 19-24 22 % Female 52 %Benchmark amount: 272 25-34 25 %Research date: 2011-11-30 35-49 28 %No. participants: 31 50+ 13 %Sample – through panel exchange companies Eye Tracking – in the respondents own environment Stimuli – shown on the respondents computerRespondents are recruited from web panels and In the survey respondents are asked permission to access their Stimuli are shown at the respondents computerrepresents the target group. Respondents are web camera. Thereafter the respondents eye/web camera is screen and respondents looks at them spontaneously.rewarded for their participation by the panel calibrated. During the test the respondents gaze is tracked Stimuli are followed by an questionnaire wherecompany. through the web camera. respondents answers by clicking in their answer. 2011 © EyeTrackShop, Inc. All Rights Reserved. Confidential and Proprietary 35
  36. 36. VISUAL PERFORMANCE PRE-TEST Questions? Which Products do you have in mind?We test video, print, direct mail, banner ads, websites, landing pages, outdoor, product packaging, consumer insights, shopper insights and usability testing. 2011 © EyeTrackShop, Inc. All Rights Reserved. Confidential and Proprietary 36
  37. 37. VISUAL PERFORMANCE PRE-TEST    CONTACT  Kerry Inserra-Vice-President, Client Services, West CoastEmail Kerry@eyetrackshop.com or call 925-285-1857  NEXT STEPS: Call or email for more info on launching a Pilot Project or I’d behappy to answer any questions you may have.   Thank you for your time! 2011 © EyeTrackShop, Inc. All Rights Reserved. Confidential and Proprietary 37
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