Eyeing the Consumer – Eye Tracking Case Stories By Johanna Fyrbjörk, Tobii Technology, Sweden Johanna.fyrbjork@tobii.com

Tobii Technology Solid position as world leader in eye tracking/eye control! Continued rapid growth: Double revenue and employees last years. Now approx. 200 people. Revenue growth of 11 256% from 2002-2006 Awards: Fastest Growing Tech Company in Sweden The Electronics Company of the Year Winner of Microsoft’s Ingenuity Point Award Offices in Sweden, Japan, US, Germany, Australia and Norway.

Solid position as world leader in eye tracking/eye control!

Continued rapid growth: Double revenue and employees last years. Now approx. 200 people.

Revenue growth of 11 256% from 2002-2006

Awards:

Fastest Growing Tech Company in Sweden

The Electronics Company of the Year

Winner of Microsoft’s Ingenuity Point Award

Offices in Sweden, Japan, US, Germany, Australia and Norway.

Tobii History Founded in 2001 with HQ based in Stockholm, Sweden Early focus on real products – simple to use with high quality.... Which has made Tobii the World leader in solutions for Eye Tracking and Eye Control First eye control computer MyTobii P10 2001 2003 2004 2005 2006 Tobii founded First sold system First product, Tobii ET-17 Product launch of Tobii 1750 First Assistive Tech product, MyTobii D10 US office, Tobii Inc Acquisition of Viking Software German office, Tobii GmbH 2002 2007 Product launch T60, T120 and X120 & Tobii Studio

Founded in 2001 with HQ based in Stockholm, Sweden

Early focus on real products – simple to use with high quality.... Which has made

Tobii the World leader in solutions for Eye Tracking and Eye Control

Current Market Segments Assistive Technology - Eye control for people with disabilities Scientific Research - psychology - vision - neurology - reading - computer interaction - design Commercial testing - user experience testing - market research Custom solutions - OEM eye tracking components - Custom hardware development - Custom analysis and eye control application development

Assistive Technology - Eye control for people with disabilities

Eye tracking has come a long way....

Eye Tracking has Come a Long Way! Tobii T60/120 Tobii X120

Fixation = 50-100 milliseconds focus on 1 point Fixation The area of foveal vision Saccade

What can eye tracking studies tell you that non-eye tracking studies cannot?

What Elements Drive People to Ad or Brand Name? Gaze plot Benetton advertisement A) 0-5 sec interval, 1 participant B1) 0-1 sec interval, 46 participants B2) 1-2 sec interval, 46 participants B3) 2-3 sec interval, 46 participants 0-1 sec B1) 2-3 sec B3) 1-2 sec B2) A)

What Do People Look At?

Where Should Important Content Be Placed? Usability test: Task: Book ’multi-city’ 8 participants Nobody read link!! Nobody could complete the task successfully

Usability test:

Task: Book ’multi-city’

8 participants

Nobody read link!!

Nobody could complete the task successfully

Think Aloud Retrospective

First Fixation What is the most attention grabbing element?

What is the most attention grabbing element?

Result Tommy Hilfiger

Tobii – Usability Study

Final Version

Fixations and Saccades – Task: turn on easy access.

Most Fixations

Gaze Time

Time to First Fixation

Final Version

EYEING THE CONSUMER – EYE TRACKING CASE STORIES Print Ad Testing

Print Ad Testing

Some Facts About Ads 83% of all information people receive is visual An average person sees over 3.000 messages a day Getting the attention of the consumer gets harder and harder

83% of all information people receive is visual

An average person sees over 3.000 messages a day

Getting the attention of the consumer gets harder and harder

Print Ad Testing Attention spread between the different elements! Flow of the eye movement in the ads! Observation of an ad when it is put in a context! Average viewing time of an ad?

Attention spread between the different elements!

Flow of the eye movement in the ads!

Observation of an ad when it is put in a context!

Average viewing time of an ad?

Results - Prada The heat map and statistics tool show that 99% of the respondents have looked at the phone. How much have they actually looked at the different elements of the ad and in what order did the respondents see the elements?

The heat map and statistics tool show that 99% of the respondents have looked at the phone.

How much have they actually looked at the different elements of the ad and in what order did the respondents see the elements?

Results - Prada

Results Dior The heat map show that the division of attention between the ad spread and magazine spread is even. But, which part of the magazine did they observe first and what was the division of attention between the different elements?

The heat map show that the division of attention between the ad spread and magazine spread is even.

But, which part of the magazine did they observe first and what was the division of attention between the different elements?

TTF: 0,62 s ARA: 46% TTF: 0,67 s ARA: 49 % TTF: 1,57 s Seen: 58% TTF: 2,78 s Seen: 57% TTF: 1,89 s Seen: 54%

EYEING THE CONSUMER – EYE TRACKING CASE STORIES TV Ad Testing

TV Ad Testing

TV advertisement testing Find focus points in an commercials! Optimise TV commercials!

Find focus points in an commercials!

Optimise TV commercials!

Results - Extra The Bee Swarm tool in Tobii studio show that there are three important focus points with high viewer involvement. But, how many respondents have seen the dentist approved logo?

The Bee Swarm tool in Tobii studio show that there are three important focus points with high viewer involvement.

But, how many respondents have seen the dentist approved logo?

Results - Extra The dentist approved logo is observed by 36 % of the respondents.

Conclusions - Extra The Extra commercial is well performing with high focus on the key messages. The focused attention level decreases scene 14, 16 and 17. 36% of the respondents observe the dentist approved logo. 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17

The Extra commercial is well performing with high focus on the key messages.

The focused attention level decreases scene 14, 16 and 17.

36% of the respondents observe the dentist approved logo.

EYEING THE CONSUMER – EYE TRACKING CASE STORIES Package Effectiveness Package & Shelf Testing

Package Effectiveness

Some Facts Brands need to be visually salient in order to be found at POP 74% of our purchase decisions are made in store 60% of our choices are based on packaging 50% of products launches fail in the market www.tobii.com

Brands need to be visually salient in order to be found at POP

74% of our purchase decisions are made in store

60% of our choices are based on packaging

50% of products launches fail in the market

Test Construction R espondents were divided into 4 groups. Each group see one shelf.

R espondents were divided into 4 groups. Each group see one shelf.

Results – Shelf Testing The heat map show how the average respondent look at the designs tested. But, which design is superior?

The heat map show how the average respondent look at the designs tested.

But, which design is superior?

Results – Shelf Testing Independent of placement this design is the one that most respondents look at (R) and the one that is most salient (Mean θ). θ = 0,801 R=88% θ = 0,575 R=72% θ = 0,980 R=96% θ = 0,668 R=80%

Independent of placement this design is the one that most respondents look at (R) and the one that is most salient (Mean θ).

Results – Shelf Testing Average order that the respondents have looked at the products. The tested product is the first to be seen and the average time for it to be found is 2,57 seconds. 1 2 3 4 5 6 7 8 9

Average order that the respondents have looked at the products.

The tested product is the first to be seen and the average time for it to be found is 2,57 seconds.

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EYEING THE CONSUMER – EYE TRACKING CASE STORIES Package Effectiveness Package & Shelf Testing

Package Effectiveness

Research Overview – Sample & Fieldwork Subjects: 40 respondents Screening: Must buy beer for own consumption at least once per week Are not exclusively loyal to or buy only one brand (Eliminated were those who said bought the same brand 90% or more of the time) Fieldwork: Research conducted September 2008 at JMR Japan Consumer Marketing Research Institute facilities, Tokyo, Japan 20’s 30’s 40’s males 8 9 8 females 5 5 5

Subjects: 40 respondents

Screening:

Must buy beer for own consumption at least once per week

Are not exclusively loyal to or buy only one brand

(Eliminated were those who said bought the same brand 90% or more of the time)

Fieldwork:

Research conducted September 2008 at JMR Japan

Consumer Marketing Research Institute facilities, Tokyo, Japan

Research Overview – Research Goals Investigate purchasing behavior at the reach-in beer cooler The beer cooler case " golden zone " concept Beer selection choice patterns Measure whether gaze tracks at the beer cooler are mainly vertical or horizontal Analyse to what degree current retail shelf allocation patterns are effective The correlation of visual recognition of a product and actual decision to purchase that product

Investigate purchasing behavior at the reach-in beer cooler

The beer cooler case " golden zone " concept

Beer selection choice patterns

Measure whether gaze tracks at the beer cooler are mainly vertical or horizontal

Analyse to what degree current retail shelf allocation patterns are effective

The correlation of visual recognition of a product and actual decision to purchase that product

Setup

20's ： Plan G (Ginger Draft Green) 30's ： Plan G (Ginger Draft Green) 40's ： Plan G (Ginger Draft Green) Results of shelf allocation research Heat-map analysis reveals attention tendency differences age differences Overall wide gaze coverage. Attention on 2 nd and 3rd level shelves at mid-area. Ginger Draft product region getting lots of gaze attention. Overall wide gaze coverage. 3rd level well-viewed, with its mid- to left area pulling in much gaze attention. Ginger Draft product region gets gaze attention. Lacks broad visual coverage but 3rd and 4th lowest levels seen. 3rd level mid- to left side, as well as 4th level, drawing gaze attention. Ginger Draft product region gets most overall gaze attention.

Results of shelf allocation research Heat-map analysis reveals attention tendency differences gender differences Plan Z (Kirin Zero) Plan Z (Kirin Zero) Male: Ginger Draft Green and White product attracting attention. Kirin Zero gaze attention is uneven. This suggests that newness of the Ginger Draft product grabs subjects attention. Female: Pays attention to the Ginger Draft Green area. Ginger Draft White in the mid and 4th level, Kirin Zero at the 3rd and 4th level mid positions are seen. This viewer's overall gaze track quite dispersed across the entire cooler area. Plan W (Ginger Draft White) Plan W (Ginger Draft White) Plan G (Ginger Draft Green) Plan G (Ginger Draft Green) male female

Male: Ginger Draft Green and White product attracting attention. Kirin Zero gaze attention is uneven. This suggests that newness of the Ginger Draft product grabs subjects attention.

Female: Pays attention to the Ginger Draft Green area. Ginger Draft White in the mid and 4th level, Kirin Zero at the 3rd and 4th level mid positions are seen. This viewer's overall

gaze track quite dispersed across the entire cooler area.

package 1 ： Clear Asahi package 2: Kin-Mugi package 3: Mugi-to-Hop Gaze movement from mid-to-upper; indicates Viewing of the brand logo and beer bubbles logo motif in the center which includes a brand message. Gaze from the middle toward in a straight line; brand logo and message “Rich Malt” etc. viewed. Gaze concentrating center; brand logo and the entirety of the message text seen. Package Appraisal Heat-map analysis reveals attention tendency differences Overall

Mugi-to-Hop Male: Strong tendency to gaze at the logo and message. Females: tracked along a vertical line Kin-Mugi Clear Asahi male female Package Appraisal Heat-map analysis reveals attention tendency differences by gender

Male: Strong tendency to gaze at the logo and message.

Females: tracked along a vertical line

Mugi-to-Hop By generation, overall the 20's group focused on Kin-Mugi; 30's people focused on Clear Asahi, and 40's buyers on Mugi-to-Hop. Gaze concentration: Foam, stars logo, text. Large logos got lots of gaze attention. Kin-Mugi Clear Asahi Package Appraisal Heat-map analysis reveals attention tendency differences by generation 20's 30's 40's

By generation, overall the 20's group focused on Kin-Mugi; 30's people focused on Clear Asahi, and 40's buyers on Mugi-to-Hop.

Gaze concentration: Foam, stars logo, text.

Large logos got lots of gaze attention.

overall evaluation overall evaluation 17 pts. overall evaluation 18 pts. overall evaluation 16 pts. Package evaluations Products with stated intention to buy Overall evaluation: plotted on "radar charts" with greater blue area coverage representing better positive performance. Kin-Mugi gets highest rating from the study subjects for its high-quality and packaging. Next was Clear Asahi with high flavor rating for deliciousness. Clear Asahi Kin-Mugi Mugi-to-Hop 0 1 2 3 4 5 deliciousness familiarity trust newness High-quality 0 1 2 3 4 5 deliciousness familiarity trust newness High-quality 0 1 2 3 4 5 High-quality familiarity deliciousness trust newness

Overall evaluation: plotted on "radar charts" with greater blue area coverage representing better positive performance.

Kin-Mugi gets highest rating from the study subjects for its high-quality and packaging. Next was Clear Asahi with high flavor rating for deliciousness.

Clear Asahi Kin-Mugi Mugi-to-Hop product name maker's name ingredients tag words product name maker's name tag words ingredients product name maker's name tag words ingredients product name maker's name tag words ingredients Reference: Package design elements (1) Packages shown & gaze times on elements Shown below are the name of each package, product name, tag words, and ingredient list on the front package label. Long gaze times: Clear Asahi on the maker´s name; Kin-Mugi and Mugi-to-Hop on the product name. Kin-Mugi's ingredients list had the overall longest gaze time.

Shown below are the name of each package, product name, tag words, and ingredient list on the front package label.

Long gaze times: Clear Asahi on the maker´s name; Kin-Mugi and Mugi-to-Hop on the product name.

Kin-Mugi's ingredients list had the overall longest gaze time.

EYEING THE CONSUMER – EYE TRACKING CASE STORIES Eye Tracking and Other Methods Eye Tracking and Other Methods

Eye Tracking and Other Methods

Eye Tracking + Biofeedback (EEG) Francesco Gallucci Professor Sociology of Communication, Milan and Turin University Owner of 1to1 Labs

Francesco Gallucci

Professor Sociology of Communication, Milan and Turin University

Owner of 1to1 Labs

General Attention Focus Memory Evocative Decoding Anxiety

General Attention

Focus

Memory

Evocative

Decoding

Anxiety

Eye Tracking and Facial Coding Dr. Dan Hill President of Sensory Logic Author of Emotionomics

Dr. Dan Hill

President of Sensory Logic

Author of Emotionomics

Eye Tracking and Facial Coding Engagement Overall Emotion: (% of res)

Eye Tracking and Conjoint Analysis (IdeaMap) Dr. Howard R. Moskowitz President and CEO of Moskowitz Jacobs, Inc., a strategic market research company PhD in Experimental Psychology, Master in Mathematics Auther of Many Books – Selling Blue Elephants

Dr. Howard R. Moskowitz

President and CEO of Moskowitz Jacobs, Inc., a strategic market research company

PhD in Experimental Psychology, Master in Mathematics

Auther of Many Books – Selling Blue Elephants

Other solutions Pupil and blinking Metrics Pulse Metrics MRI ( Magnetic Resonance Imaging) And more...

Pupil and blinking Metrics

Pulse Metrics

MRI ( Magnetic Resonance Imaging)

And more...

Eyeing the Consumer – Eye Tracking Case Stories By Johanna Fyrbjörk, Tobii Technology, Sweden Johanna.fyrbjork@tobii.com