Dm update rogil_presentatie

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situering van euetracking binnen de bredere context van hat actuele marktonderzoek door Rogil Field Research, gepresenteerd op het DM Update seminar van het DM Institute.

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Dm update rogil_presentatie

  1. 1. DM-UPDATE: EYE-TRACKING Ludovic Depoortere – ROGIL SENSORY & MARKETING RESEARCH
  2. 2. BASIC FEELINGS BEHAVIOURAL REFLECTIONUNCONSCIOUS UNCONSCIOUS CONSCIOUSFIGHT OR FLIGHT TAKE/ADAPT ACTION PROVIDE REASONING NEO CORTEX LIMBIC SYSTEM RATIONAL EMOTIONAL OLDEST BRAIN VISUAL SENSORIAL
  3. 3. HOEVEEL WOORDEN LEES JIJ IN EEN SECONDE ?
  4. 4. 3 tot 7 woorden
  5. 5. “DO AS I DO, NOT AS I SAY”
  6. 6. WHY INVEST IN RESEARCH ?9
  7. 7. TECHNOLOGIE
  8. 8. Iris Pupil Hoornvlies Voorste oogkamer Achterste oogkamer Lens Netvlies VaatvliesHarde oogrok Glasachtig lichaam Blinde vlek Optische zenuw Gele vlek & Fovea centralis
  9. 9. OOGBEWEGINGEN Fixatie Saccade
  10. 10. EYE MOVEMENT REGISTRATION Soorten heat maps Relative View Points fixation length
  11. 11. WHY GIVE CONSUMER TASKS ?
  12. 12. ACTUEEL:POLITIEKE MAILINGS !?
  13. 13. KIJKVOLGORDE De respondenten bekijken eerst het gedeelte met de tekst in het midden. Daarnakijken ze naar de hoofding van de brief om vervolgens onderaan de brief te eindigen. 4 3 5 2 1 7 6 8 9 10
  14. 14. TOEGEVOEGDE WAARDE PAGINA 2 ?
  15. 15. CASE BELGACOM DIRECT E-MAIL
  16. 16. KEY RESULTS – B2BWHAT ARE KEY FOCUS POINTS, WHAT ARE “BLIND” SPOTS?2 Titles / Bold font: Both the titles as the words that are printed in bold receive a lot of attention in all tested types of communication.
  17. 17. BRAND RECALL !? 62 % < 81 % (BM)
  18. 18. KEY RESULTS – B2BWHAT ARE KEY FOCUS POINTS, WHAT ARE “BLIND” SPOTS?1 Branding: The Belgacom logo is not very contrasting the online newsletters (corner) 25
  19. 19. CASE VICTORIA SECRET
  20. 20. BRON: DE STANDAARD / EYESEE
  21. 21. ROGIL HEATMAP (RELATIVE ATTENTION)
  22. 22. WHAT DOES THIS MEAN FOR YOU?
  23. 23. Be consistentShow us Usewhat to contrast DO ! No scrolling please !
  24. 24. KISSWhat we Do the see = “RealityWhat we check”learned ! Image > Text
  25. 25. KEY MESSAGEBE CREATIVE !BUT DON’T FORGET WE ARE HABIT DRIVEN BEINGS
  26. 26. L.Depoortere@rogil.eu

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