TMRC Eye Spy Brief Intro


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  • things that they are not even consciously aware of and thus not able to tell us about when asked.
    Because the sessions are electronically recorded, we are able to do quantitative analysis in terms of timing, fixation data, spontaneous reactions etc.
    Implicit & explicit insights
  • The most common way to use eye tracking
    Very little time is allocated to each page element, so you have to be brief and concise in communicating online
    Contrary to what you might think, the first thing users look at on a website  isn’t the images. Most casual users will be coming to your site looking for information, not images, so make sure your website is designed so that the most important parts of your text are what is most prominent
    counter-intuitive finding–people who look like models (perfect human specimens according to popular culture) are less likely to draw attention than ‘normal’ people. "A call center ad with model in it on the phone may be a good picture technically, but it will more likely be ignored
    Besides traditional usability techniques providing information on clicking & scrolling patterns, eye tracking ….
    Assess search efficiency, branding, online advertisements, navaigation usability & overall design.
  • TMRC Eye Spy Brief Intro

    1. 1. TMRC – From Consumer Myths to Brand Legends 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. 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. 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. 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. 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. 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. 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. 8. TMRC – From Consumer Myths to Brand Legends 8 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