iMotions - Attention Tool Eye Tracking Software - METHODOLOGIES

CONFIDENTIAL BEYOND EYE TRACKING™ ® METHODOLOGY APPROACH - SAMPLES CASES EYE TRACKING / READING METRICS / EMOTION METRICS EMOTION METRICS Emotional Activation PACKAGING / PRINT + ? Questionnaire EYE TRACKING METRICS Spotlight Highlight EMOTION METRICS EYE TRACKING METRICS TV Cell A Cell B + ? Emotional Activation Bee Swarm + Rubber Bands EYE TRACKING METRICS SHELF Spotlight Highlight © iMotions - Emotion Technology A/S • Denmark, India, USA • sales@imotionsglobal.com • www.imotionsglobal.com Redistribution is not permitted without written permission from iMotions. “iMotions’ trademarks” are registered trademarks of iMotions - Emotion Technology A/S in the US and EU. 1

CONFIDENTIAL BEYOND EYE TRACKING™ ® METHODOLOGY APPROACH - TV ADVERTISEMENT EYE TRACKING / READING METRICS / EMOTION METRICS © iMotions - Emotion Technology A/S • Denmark, India, USA • sales@imotionsglobal.com • www.imotionsglobal.com Redistribution is not permitted without written permission from iMotions. “iMotions’ trademarks” are registered trademarks of iMotions - Emotion Technology A/S in the US and EU. 2

CONFIDENTIAL BEYOND EYE TRACKING™ ® METHODOLOGY APPROACH - TV ADVERTISEMENT ANALYSIS EYE TRACKING / READING METRICS / EMOTION METRICS Case: You have a 30 secs. TV Ad which you want to edit to a 15 second Ad. Which scenes should I keep? Should I change the ending? Can I do something to enhance my branding?, etc... Methodology: Attention Tool® + Questionnaire EMOTION METRICS EYE TRACKING METRICS Cell A Cell B + ? Emotional Activation Bee Swarm + Rubber Bands Representative frame of each scene 30 second TV Ad Target segment Cell A: 60 people each (30 M / 30 F) / Young & Old Cell B: 60 people each (30 M / 30 F) / Young & Old © iMotions - Emotion Technology A/S • Denmark, India, USA • sales@imotionsglobal.com • www.imotionsglobal.com Redistribution is not permitted without written permission from iMotions. “iMotions’ trademarks” are registered trademarks of iMotions - Emotion Technology A/S in the US and EU. 3

CONFIDENTIAL BEYOND EYE TRACKING™ ® METHODOLOGY APPROACH - TV ADVERTISEMENT ANALYSIS EYE TRACKING / READING METRICS / EMOTION METRICS NEW Product feature and seen more than 75% EYE TRACKING METRICS: Product feature and not seen between 50% & 75% Males Females Bee Swarm - Rubber Bands Product not feature between 25% & 50% © iMotions - Emotion Technology A/S • Denmark, India, USA • sales@imotionsglobal.com • www.imotionsglobal.com Redistribution is not permitted without written permission from iMotions. “iMotions’ trademarks” are registered trademarks of iMotions - Emotion Technology A/S in the US and EU. 4

CONFIDENTIAL BEYOND EYE TRACKING™ ® METHODOLOGY APPROACH - TV ADVERTISEMENT ANALYSIS EYE TRACKING / READING METRICS / EMOTION METRICS 9 Males Females 8 7 6 EMOTION METRICS: 5 Emotional Activation Curve This graph states the Arousal level 4 each scene produces with the consumer 3 2 1 Arousal - - - - - NEW Branding Product seen / not seen EYE TRACKING METRICS: Bee Swarm - Rubber Bands 75% Attention % Total viewers 50% 25% ? Cognitive Interpretation © iMotions - Emotion Technology A/S • Denmark, India, USA • sales@imotionsglobal.com • www.imotionsglobal.com Redistribution is not permitted without written permission from iMotions. “iMotions’ trademarks” are registered trademarks of iMotions - Emotion Technology A/S in the US and EU. 5

CONFIDENTIAL BEYOND EYE TRACKING™ ® METHODOLOGY APPROACH - TV ADVERTISEMENT ANALYSIS EYE TRACKING / READING METRICS / EMOTION METRICS Answers to the Questionnaire: Which brand was shown in the Ad? Young: 39% Stimorol & 58% V6 / Old: 19% Stimorol & 73% V6 (Cognitive analysis supports that the brand is not being noticed in the ad.) Conclusions / Learnings: ‣ The Ad movie works well emotionally but it does not achieve to expose the product / brand properly and benefit from the “high” emotional activation. This is also confirmed by the low recall rate especially with the “Young” segment. ‣ Use the woman ability to create emotional activation to grab attention as she generates considerable more emotional activation than the man. ‣ Capitalize when the product is in touch or on top of the main characters (man & woman) as it is only then it gets exposure, otherwise it is not seen. ‣ The people and their faces get the attention of the respondent, not the rest, including the “flying bubbles”. ‣ The “flying bubbles” are basically not seen throughout the ad. They distribute the attention of the respondent preventing the attention on the main messages. ‣ The shot of the inside of the chewing gum (frame 3) gets the lowest Emotional Involvement of all the ad. © iMotions - Emotion Technology A/S • Denmark, India, USA • sales@imotionsglobal.com • www.imotionsglobal.com Redistribution is not permitted without written permission from iMotions. “iMotions’ trademarks” are registered trademarks of iMotions - Emotion Technology A/S in the US and EU. 6

CONFIDENTIAL BEYOND EYE TRACKING™ ® METHODOLOGY APPROACH - PACKAGING EYE TRACKING / READING METRICS / EMOTION METRICS © iMotions - Emotion Technology A/S • Denmark, India, USA • sales@imotionsglobal.com • www.imotionsglobal.com Redistribution is not permitted without written permission from iMotions. “iMotions’ trademarks” are registered trademarks of iMotions - Emotion Technology A/S in the US and EU. 7

CONFIDENTIAL BEYOND EYE TRACKING™ METHODOLOGY APPROACH - PACKAGING ® EYE TRACKING / READING METRICS / EMOTION METRICS Background & Objectives You have 5 different package designs of a new product and you want to choose which one to launch to market. Methodology: Attention Tool® + Questionnaire EMOTION METRICS Emotional Activation + ? Target segment Cell: 60 people (30 M / 30 F) Questionnaire Shelf testing EYE TRACKING METRICS Spotlight Highlight 5 New Packaging Proposals © iMotions - Emotion Technology A/S • Denmark, India, USA • sales@imotionsglobal.com • www.imotionsglobal.com Redistribution is not permitted without written permission from iMotions. “iMotions’ trademarks” are registered trademarks of iMotions - Emotion Technology A/S in the US and EU. 8

CONFIDENTIAL BEYOND EYE TRACKING™ METHODOLOGY APPROACH - PACKAGING ® EYE TRACKING / READING METRICS / EMOTION METRICS 1. Emotional Activation (Arousal) = Stopping power / Ability to grab attention When you check the Emotional Activation results you do not have to pick the “winner” but rather take out the “losers” (those ones that got the lowest Emotional Activation). You might thus take out the 2-3 weakest packaging proposals and keep the ones with “Stopping power” or ability to grab attention. 5 New Packaging Proposals Hardware setuo - ✓ - - ✓ to next step © iMotions - Emotion Technology A/S • Denmark, India, USA • sales@imotionsglobal.com • www.imotionsglobal.com Redistribution is not permitted without written permission from iMotions. “iMotions’ trademarks” are registered trademarks of iMotions - Emotion Technology A/S in the US and EU. 9

CONFIDENTIAL BEYOND EYE TRACKING™ METHODOLOGY APPROACH - PACKAGING ® EYE TRACKING / READING METRICS / EMOTION METRICS 2.a Eye Tracking (Spotlight) = Branding & Communication measurement / Individual analysis a. Comparison Analysis: To know what is holding the attention of the consumer in the packaging proposals (the product, logo, product name, ingredients, slogan, benefits etc..,) in which order and for how long. Based on what the brand wants to prioritize, you can quickly see which proposal communicates the core messages & claims in the most efficient way. Tropical (T) Watermelon (W) © iMotions - Emotion Technology A/S • Denmark, India, USA • sales@imotionsglobal.com • www.imotionsglobal.com Redistribution is not permitted without written permission from iMotions. “iMotions’ trademarks” are registered trademarks of iMotions - Emotion Technology A/S in the US and EU. 10

CONFIDENTIAL BEYOND EYE TRACKING™ METHODOLOGY APPROACH - PACKAGING ® EYE TRACKING / READING METRICS / EMOTION METRICS 2.a Eye Tracking (Highlight) = Branding & Communication measurement / Individual analysis Tropical (T) Watermelon (W) HIGHLIGHTS T (Time spent) W (Time spent) T (View order) W (View order) Stimorol 5% 5% 7 2 Senses 22% 28% 1 1 Enjoy the experience 7% X 2 X Flavor 6% 9% 6 3 New 3% 5% 4 4 Piece of Gum 12% X 3 X 14 gums 4% 5 8% 5 Sugar free (gum) 6% 8 © iMotions - Emotion Technology A/S • Denmark, India, USA • sales@imotionsglobal.com • www.imotionsglobal.com Redistribution is not permitted without written permission from iMotions. “iMotions’ trademarks” are registered trademarks of iMotions - Emotion Technology A/S in the US and EU. 11

CONFIDENTIAL BEYOND EYE TRACKING™ METHODOLOGY APPROACH - PACKAGING ® EYE TRACKING / READING METRICS / EMOTION METRICS 2.b Eye Tracking (Spotlight & Highlight) = Branding & Communication measurement / Shelf analysis b. Shelf Analysis: To know which proposal has better characteristics as a packaging system in order to break out of the competitive clutter. These proposals will have a better change to be noticed, thus to be purchased. NOTE: This shelf example does not correspond with the packages in focus. Spotlight analysis Highlight analysis Hardware setup © iMotions - Emotion Technology A/S • Denmark, India, USA • sales@imotionsglobal.com • www.imotionsglobal.com Redistribution is not permitted without written permission from iMotions. “iMotions’ trademarks” are registered trademarks of iMotions - Emotion Technology A/S in the US and EU. 12

CONFIDENTIAL BEYOND EYE TRACKING™ METHODOLOGY APPROACH - PACKAGING ® EYE TRACKING / READING METRICS / EMOTION METRICS ? 3. Questionnaire = Cognitive interpretation of the package This step will give you insights to what the consumer thinks consciously about the specific packages. Questions about: ? Recall Brand familiarity Brand associations Purchase intent Perceived quality © iMotions - Emotion Technology A/S • Denmark, India, USA • sales@imotionsglobal.com • www.imotionsglobal.com Redistribution is not permitted without written permission from iMotions. “iMotions’ trademarks” are registered trademarks of iMotions - Emotion Technology A/S in the US and EU. 13

CONFIDENTIAL BEYOND EYE TRACKING™ METHODOLOGY APPROACH - PACKAGING ® EYE TRACKING / READING METRICS / EMOTION METRICS Emotional Activation (Arousal) = Stopping power / Ability to grab attention + Eye Tracking (Spotlight & Highlight) = Branding & Communication measurement (Individual Analysis & Shelf Analysis) ? Questionnaire = Cognitive interpretation of the package Adding up these 3 analysis, brands have clear and robust data from the non conscious to the = purely cognitive interpretation to choose the packaging proposal with most chances to succeed in the market. Winning Packaging Proposal The Watermelon package is better than the Tropical package: ‣ Better branding ‣ Better hierarchy of brand communication elements ‣ Better distribution / order of brand communication elements ‣ Higher emotional activation / stopping power For case studies go to http://www.imotionsglobal.com/Case+Study © iMotions - Emotion Technology A/S • Denmark, India, USA • sales@imotionsglobal.com • www.imotionsglobal.com Redistribution is not permitted without written permission from iMotions. “iMotions’ trademarks” are registered trademarks of iMotions - Emotion Technology A/S in the US and EU. 14

CONFIDENTIAL BEYOND EYE TRACKING™ ® METHODOLOGY APPROACH - PRINT ADVERTISEMENT EYE TRACKING / READING METRICS / EMOTION METRICS © iMotions - Emotion Technology A/S • Denmark, India, USA • sales@imotionsglobal.com • www.imotionsglobal.com Redistribution is not permitted without written permission from iMotions. “iMotions’ trademarks” are registered trademarks of iMotions - Emotion Technology A/S in the US and EU. 15

CONFIDENTIAL BEYOND EYE TRACKING™ ® METHODOLOGY APPROACH - PRINT ADVERTISEMENT EYE TRACKING / READING METRICS / EMOTION METRICS Background & Objectives You have 5 different art direction proposals for your new campaign and you want to know which is the strongest option. You can also pin point which ones to implement to your different target segments. Methodology: Attention Tool® + Questionnaire EMOTION METRICS Emotional Activation Target segment Cell: 60 people (30 M / 30 F) + ? Questionnaire EYE TRACKING METRICS Spotlight Highlight 1. EMOTION METRICS (Emotional Activation) a. Arousal = Stopping power / Ability to grab attention b. Comparative Matrix METRICS 2. EYE TRACKING METRICS (Spotlight & Highlight) = Branding & Communication measurement 3. Questionnaire = Cognitive interpretation of the package = Winning Proposal © iMotions - Emotion Technology A/S • Denmark, India, USA • sales@imotionsglobal.com • www.imotionsglobal.com Redistribution is not permitted without written permission from iMotions. “iMotions’ trademarks” are registered trademarks of iMotions - Emotion Technology A/S in the US and EU. 16

CONFIDENTIAL BEYOND EYE TRACKING™ ® METHODOLOGY APPROACH - PRINT ADVERTISEMENT EYE TRACKING / READING METRICS / EMOTION METRICS 1.a Emotional Activation (Arousal) = Stopping power / Ability to grab attention When you check the results you do not have to pick the “winner” but rather take out the “losers” (those ones that got the lowest Arousal). You might thus take out the 2-3 weakest ad proposals. Sometimes it is difficult to know which ones to choose as they may appear to be very similar. Then go to the Comparative Matrix. PARIS = 3.7 RIO = 4.0 FIJI = 4.7 IBIZA = 1.4 MILAN = 5.5 - ? ✓ - ✓ to next step © iMotions - Emotion Technology A/S • Denmark, India, USA • sales@imotionsglobal.com • www.imotionsglobal.com Redistribution is not permitted without written permission from iMotions. “iMotions’ trademarks” are registered trademarks of iMotions - Emotion Technology A/S in the US and EU. 17

CONFIDENTIAL BEYOND EYE TRACKING™ ® METHODOLOGY APPROACH - PRINT ADVERTISEMENT EYE TRACKING / READING METRICS / EMOTION METRICS 1.b Emotional Activation (Arousal); Comparison Matrix This matrix facilitates the selection of the stimuli by telling if they are significantly different or not among each other. The matrix is telling us that “MILAN” (being the strongest proposal emotionally) is only significantly similar with “FIJI”, thus these 2 proposals are the “winners” and will go to the next step. PARIS = 3.7 RIO = 4.0 FIJI = 4.7 IBIZA = 1.4 MILAN = 5.5 Pairwise Comparison Matrix H0 accepted = similar to each other - ✓ ✓ H0 rejected = significantly different 60_PARIS 50_RIO 54_FIJI 56_IBIZA 59_MILAN 60_PARIS H0 accepted H0 accepted H0 accepted H0 rejected H0 rejected 50_RIO H0 accepted H0 accepted H0 accepted H0 rejected H0 rejected 54_FIJI H0 accepted H0 accepted H0 accepted H0 rejected H0 accepted 56_IBIZA H0 rejected H0 rejected H0 rejected H0 accepted H0 rejected 59_MILAN H0 rejected H0 rejected H0 accepted H0 rejected H0 accepted © iMotions - Emotion Technology A/S • Denmark, India, USA • sales@imotionsglobal.com • www.imotionsglobal.com Redistribution is not permitted without written permission from iMotions. “iMotions’ trademarks” are registered trademarks of iMotions - Emotion Technology A/S in the US and EU. 18

CONFIDENTIAL BEYOND EYE TRACKING™ ® METHODOLOGY APPROACH - PRINT ADVERTISEMENT EYE TRACKING / READING METRICS / EMOTION METRICS 2. Eye Tracking (Spotlight & Highlight) = Branding & Communication measurement What is important here, is to know if the consumers look at the product / service, logo, description, slogan, benefits etc. and how much do they do it. Based on what you want to prioritize, you can quickly see if the proposals have enough brand communication power and what they are lacking. Spotlight analysis TO NEXT STEP Hardware setuo Highlight analysis © iMotions - Emotion Technology A/S • Denmark, India, USA • sales@imotionsglobal.com • www.imotionsglobal.com Redistribution is not permitted without written permission from iMotions. “iMotions’ trademarks” are registered trademarks of iMotions - Emotion Technology A/S in the US and EU. 19

CONFIDENTIAL BEYOND EYE TRACKING™ ® METHODOLOGY APPROACH - PRINT ADVERTISEMENT EYE TRACKING / READING METRICS / EMOTION METRICS ? 3. Questionnaire = Cognitive interpretation of the package This step will give you insights to what the consumers think consciously about the specific ads. ✓ Questions about: ? Recall Cognitively, the respondents prefer Brand familiarity to be pampered than to go shopping. Brand associations Purchase intent Perceived quality © iMotions - Emotion Technology A/S • Denmark, India, USA • sales@imotionsglobal.com • www.imotionsglobal.com Redistribution is not permitted without written permission from iMotions. “iMotions’ trademarks” are registered trademarks of iMotions - Emotion Technology A/S in the US and EU. 20

CONFIDENTIAL BEYOND EYE TRACKING™ ® METHODOLOGY APPROACH - PRINT ADVERTISEMENT EYE TRACKING / READING METRICS / EMOTION METRICS Emotional Activation (Arousal & Comparative Matrix) = Stopping power / Ability to grab attention + Eye Tracking (Spotlight & Highlight) = Branding & Communication measurement ? Questionnaire = Cognitive interpretation of the package = Adding up these 3 analysis, brands have clear and robust data from the non conscious to the purely cognitive interpretation to choose the advertisement proposal which communicates best. Winning Advertisement Proposal For case studies go to http://www.imotionsglobal.com/Case+Study © iMotions - Emotion Technology A/S • Denmark, India, USA • sales@imotionsglobal.com • www.imotionsglobal.com Redistribution is not permitted without written permission from iMotions. “iMotions’ trademarks” are registered trademarks of iMotions - Emotion Technology A/S in the US and EU. 21

CONFIDENTIAL BEYOND EYE TRACKING™ ® METHODOLOGY APPROACH - SHELVE / SPACE MANAGEMENT EYE TRACKING / READING METRICS / EMOTION METRICS © iMotions - Emotion Technology A/S • Denmark, India, USA • sales@imotionsglobal.com • www.imotionsglobal.com Redistribution is not permitted without written permission from iMotions. “iMotions’ trademarks” are registered trademarks of iMotions - Emotion Technology A/S in the US and EU. 22

CONFIDENTIAL BEYOND EYE TRACKING™ ® METHODOLOGY APPROACH - SHELVE / SPACE MANAGEMENT EYE TRACKING / READING METRICS / EMOTION METRICS Background & Objectives You want to know the optimal space arrangement for 2 groups of products in the same shelf. How do I maximize my exposure? NOTE: This methodology can be used for all type of shelve, display and POS space management and to evaluate new packaging system proposals. Methodology: Attention Tool® + Questionnaire EYE TRACKING METRICS EYE TRACKING METRICS Spotlight Highlight Spotlight Highlight EYE TRACKING METRICS (Spotlight & Highlight) = Branding & Communication measurement “Configuration 1”: Fusion group of products on Top shelf “Configuration 2”: V6 group of products on Top shelf Target segment Cell A: 60 people each (30 M / 30 F) Cell B: 60 people each (30 M / 30 F) © iMotions - Emotion Technology A/S • Denmark, India, USA • sales@imotionsglobal.com • www.imotionsglobal.com Redistribution is not permitted without written permission from iMotions. “iMotions’ trademarks” are registered trademarks of iMotions - Emotion Technology A/S in the US and EU. 23

CONFIDENTIAL BEYOND EYE TRACKING™ ® METHODOLOGY APPROACH - SHELVE / SPACE MANAGEMENT EYE TRACKING / READING METRICS / EMOTION METRICS Highlight Fusion at the top V6 at the top HIGHLIGHTS (Time spent) (Time spent) Top Shelf 15% 12% Middle Shelf 10% 11% Discount Divider X 4% Spotlight Answer: You maximize your exposure by placing the “Round” group of products in the Top shelf and the “Squared” group of products in the Middle shelf. Insight: Discount groceries divider gets attention & is looked at by approximately 75% of the respondents. © iMotions - Emotion Technology A/S • Denmark, India, USA • sales@imotionsglobal.com • www.imotionsglobal.com Redistribution is not permitted without written permission from iMotions. “iMotions’ trademarks” are registered trademarks of iMotions - Emotion Technology A/S in the US and EU. 24

CONFIDENTIAL THANKS FOR YOUR TIME! For inquiries contact sales@imotionsglobal.com www.imotionsglobal.com iMotions - Emotion Technology A/S is a high tech company with HQ in Copenhagen DK. We have created and developed a very robust technology with several patents on eye tracking, reading patterns & pre-conscious emotional response measurements through the interpretation of the reaction of the eye. Thereby we are a step ahead of any other eye tracking solution in the World. © iMotions - Emotion Technology A/S • Denmark, India, USA • sales@imotionsglobal.com • www.imotionsglobal.com Redistribution is not permitted without written permission from iMotions. “iMotions’ trademarks” are registered trademarks of iMotions - Emotion Technology A/S in the US and EU. 25

iMotions - Attention Tool Eye Tracking Software - METHODOLOGIES

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