TMRC provides eye tracking and biometric observation services to gain comprehensive consumer insights. Their Eye Spy eye tracking allows them to determine cognitive processes related to visual stimulation, such as decision making and brand recognition. It provides valuable insights into elements that attract attention versus those that cause confusion or are ignored. TMRC uses both quantitative biometrics from eye tracking and qualitative interviews to provide diagnostic, evaluative, and actionable recommendations to improve marketing campaigns.

1. 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

2. 2
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 cognitiveDetermine cognitive
processes related toprocesses related to
visual stimulationvisual stimulation
such as decisionsuch as decision
making,making,
brand/messagebrand/message
recognition,recognition,
engagement etc.engagement etc.
It is non-invasive,
scientifically accurate
& inexpensive

3. 3
‘‘TMRCTMRC Eye Spy’Eye Spy’ is an IntegratedIntegrated & 360360
Consumer Research Approach
Packaging
Print
Indoor
Advertising
Web
Usability
Online
Ad Test
Shelf

4. 4
Web Usability Test
Analyze user interaction
between clicks & provide
valuable insights into:
Which features / cues are
most eye-catching
Which features / cues
cause confusion or obstruct
message processing
Which ones ignored
altogether
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 Test
I. Screen Eye-Tracking: a magnificent tool for various
applications:

5. 5
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

6. 6
Correlation
Biometric and Conscious Processing
Visual Consumption (Biometrics)
ElementsRecall&Message
Perception
(ConsciousProcessing)
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
Clearly pinpoint impressions & perceptionsClearly pinpoint impressions & perceptions
Identify issues with message communicationIdentify issues with message communication
contentcontent
and visual executionand visual execution
Identify drivers for perceptions & messageIdentify drivers for perceptions & message

7. Actionable
‘Eye Spy’ is action-
oriented,
result
driven
with
TMRC’s
usual
exhaustiv
e creative
recommen
Diagnostic
Measures Effectiveness of
communication
elements:
Screen Tracker - Print, Web Design
& Online advertising
Testing.
•
Mobile - Pack & Shelf Test.
Evaluative
‘Eye Spy’ helps to ‘get it
right’ first
time rather
than
experiment
ing with
costly
marketing
campaign.
Fast
Topline Report turn around time is around 1 week from Field Work.
Cost Efficient
Cost includes setup, recruitment, testing & reporting, and Explicit Interviewing
Depth of Analytics/Insights
Diagnostic, Evaluative & Actionable

8. TMRC – From Consumer Myths to Brand Legends
www.tmrcresearch.com
8
www.tmrcresearch.com
TMRC Thailand:
2 Ploenchit Center, G Floor, Sukhumvit Road, Klongtoey
Nua, Wattana, Bangkok 10110, Thailand
Tel: +66 (0) 2 305 6629 Fax: +66 (0) 2 305 6674
TMRC China:
Shanghai:
Floors 2-3, Bldg. B, No 1000, Chang Ping Road, Shanghai
200042, China 上海市昌平路 1000 号 B 座 2-3 楼
Tel: +86-21-6218-3377 Fax: +86-21-6271-1217
Beijing:
Studio 210, 3 Guang Qu Rd, Image Base Art Studios,
Beijing, China 北京市朝阳区广渠路 3 号竞园艺术家工作
室新 20-210 室
TMRC India:
123, 1st
Floor, Vipul Agora, M.G. Road Gurgoan, 122001,
Delhi, India
Tel: +91 124 4609906 Fax: +91 124 4609900