The marketing team decided to boost sales of Nescafe with a TV Campaign. They received 2 Commercials from HQ and wanted to know which one will increase 1) the top of mind (brand visibility) and 2) association with number of flavors. Also, they wanted to understand what scenes should to be improved and how.
Vegemite is a salty spread made out of yeast extract. It is a nutritious product, one of the richest known sources of Vitamin B.
The brand is a leader for Kraft foods (alongside Philadelphia Cream Cheese) and has long been an iconic breakfast spread for Australians, but also a brand leader across the globe according to IBM’s brand index.
It has its own story to tell and for Australians they have built it into a big part of their culture.
But as a brand it had also not changed in decades. We all know that people don’t like change but it is vital for brands to continue to evolve, even if ever so slightly. Even changing your marketing and approach to selling to your target audience can help. But for Vegemite, they kept everything the same.
So when sales started to fall (Vegemite household penetration had fallen from 80% to 72%), you can understand the apprehension of now wanting to change a brand to try and turn it around.
Advertising project with Ben & Jerry's brand.
As an academic project the team developed a 360 marketing strategy to boost the sales and brand of the company.
NESTLÉ India is a subsidiary of NESTLÉ S.A. of Switzerland. With eight factories and a large number of co-packers, Nestlé India is a vibrant Company that provides consumers in India with products of global standards and is committed to long-term sustainable growth and shareholder satisfaction.
The Company insists on honesty, integrity and fairness in all aspects of its business and expects the same in its relationships. This has earned it the trust and respect of every strata of society that it comes in contact with and is acknowledged amongst India's 'Most Respected Companies' and amongst the 'Top Wealth Creators of India'.
The Lego case study, the great turnaround 2003 - 2013John Ashcroft
In presenting his report to management in June 2003, Jørgen Vig Knudstorp, then head of strategic development had pulled no punches, “We are on a burning platform, losing money with negative cash flow and a real risk of debt default which could lead to a break up of the company. In 2013, LEGO reported profits of $1.5 bn on sales of $4.5 bn. Quite a turnaround! Here's how.
Vegemite is a salty spread made out of yeast extract. It is a nutritious product, one of the richest known sources of Vitamin B.
The brand is a leader for Kraft foods (alongside Philadelphia Cream Cheese) and has long been an iconic breakfast spread for Australians, but also a brand leader across the globe according to IBM’s brand index.
It has its own story to tell and for Australians they have built it into a big part of their culture.
But as a brand it had also not changed in decades. We all know that people don’t like change but it is vital for brands to continue to evolve, even if ever so slightly. Even changing your marketing and approach to selling to your target audience can help. But for Vegemite, they kept everything the same.
So when sales started to fall (Vegemite household penetration had fallen from 80% to 72%), you can understand the apprehension of now wanting to change a brand to try and turn it around.
Advertising project with Ben & Jerry's brand.
As an academic project the team developed a 360 marketing strategy to boost the sales and brand of the company.
NESTLÉ India is a subsidiary of NESTLÉ S.A. of Switzerland. With eight factories and a large number of co-packers, Nestlé India is a vibrant Company that provides consumers in India with products of global standards and is committed to long-term sustainable growth and shareholder satisfaction.
The Company insists on honesty, integrity and fairness in all aspects of its business and expects the same in its relationships. This has earned it the trust and respect of every strata of society that it comes in contact with and is acknowledged amongst India's 'Most Respected Companies' and amongst the 'Top Wealth Creators of India'.
The Lego case study, the great turnaround 2003 - 2013John Ashcroft
In presenting his report to management in June 2003, Jørgen Vig Knudstorp, then head of strategic development had pulled no punches, “We are on a burning platform, losing money with negative cash flow and a real risk of debt default which could lead to a break up of the company. In 2013, LEGO reported profits of $1.5 bn on sales of $4.5 bn. Quite a turnaround! Here's how.
complete presentation on all aspects regarding Nestle brand
we present in our university( MUHAMMAD NAWAZ SHAREEF UNIVERSITY OF AGRICULTURE MULTAN .And got first position in the department of BBA-Agribusiness.
all data is collected from a reliable sources with the help of NESTLE focal persons and international marketers.
Harley Davidson case study of PHILIP KOTLER MARKETING MANAGEMENT from Chapter Creating Long Term Loyality Relationships .
A presentation created during a marketing internship by Prof. Sameer Mathur IIM lucknow
complete presentation on all aspects regarding Nestle brand
we present in our university( MUHAMMAD NAWAZ SHAREEF UNIVERSITY OF AGRICULTURE MULTAN .And got first position in the department of BBA-Agribusiness.
all data is collected from a reliable sources with the help of NESTLE focal persons and international marketers.
Harley Davidson case study of PHILIP KOTLER MARKETING MANAGEMENT from Chapter Creating Long Term Loyality Relationships .
A presentation created during a marketing internship by Prof. Sameer Mathur IIM lucknow
Online Eye Tracking and Facial Coding SolutionsEyeSee Research
EyeSee is revolutionizing the market research industry! Our unique platform for tracking peoples’ eyes and facial expressions with their laptop and webcam at home enables delivery of fast, cost-effective and actionable insights. Learn how to increase impact of marketing communication by having insight in your customers' perspective.
This presentation is based on a HBR case study P&G: Marketing Capabilities made by A Ankit Rao during an internship under Prof. Sameer Mathur, IIM Lucknow
Trabajo realizado por Sara Chueca, Miriam Ortiz, Eduardo Fariño, Sandra García, Paula Baeta y Miguel Valenzuela para la asignatura “Elementos de la publicidad y RR.PP” del profesor Jose Antonio Gabelas Barroso, Grado de Periodismo, Universidad de Zaragoza.
Beyond Eye Tracking: Using User Temperature, Rating Dials, and Facial Analysi...Jennifer Romano Bergstrom
Dan Berlin, Jon Strohl, David Hawkins and I presented this at UXPA 2013. Eye tracking is well known and accepted in the UX community. Here we present preliminary evidence for the usefulness of adding electrodermal activity (EDA), continuous dial ratings, etc. to user experience research.
TVC (TELEVISION COMMERCIAL) EFFECTIVENESS MEASUREMENT SURVEY
August 2014
Do you ever have a question like this?
2
•How effective the TVC is?
•What is your strategy to maximize cost effectiveness improvement?
•Review the TVC by effect measurements.
Le neuromarketing est l’application des neurosciences cognitives au marketing et à la communication. Le but de cette discipline émergente est de mieux comprendre les comportements des consommateurs grâce à l'identification des mécanismes cérébraux qui interviennent lors d'un achat ou face à une publicité.
Mira el curso completo aquí: http://bit.ly/1HyFOaV
Aprende esta técnica del Neuromarketing para obtener resultados más precisos con respecto a las tendencias y conductas de las personas relacionados a cualquier producto o servicio que desees investigar.
OTOinsight's MITX presentation titled "Neuromarketing and the User Experience". This is for today's MITX Event (10/29/09) titled "User Experience Techniques: Inspiring Users to Identify What They Didn't Know They Needed".
Estudio de Neuromarketing realizado en la plataforma Biddus.com tras llevar a cabo un rediseño completo del ecommerce.
Ponencia realizada el 6 de Junio en el Congreso Web 2015 de Zaragoza.
Ponente: Sandra Navarro Lecina (@snl19), socia cofundadora de Flat 101 (www.flat101.es)
Consumers are overwhelmed with visual stimuli each day. Their (purchase) behavior is influenced by advertising without recalling what they have seen. EyeSee has developed an online, webcam-based platform to track people’s eyes and their facial expressions.
Eye tracking is a unique research method that evaluates how consumers perceive communication messages by measuring what they have actually looked at.
Facial coding measures emotions through facial expressions. Results of these advanced techniques are actionable insights that can significantly improve the effect of marketing communication.
If you wonder how your customers perceive your website and navigate through it, EyeSee's advanced technology give answers to following questions:
Completion rate: How many users completed the task?
Navigation: Where do they click? Where do you lose them?
Eye tracking: What attracts the attention?
Facial coding: What do they feel? When are they frustrated?
I really want to help people discover that:
- Data from poor market research methods add no value to business decisions and are ignored by senior execs
- Understanding human unconscious is critical in marketing and no, you don’t know much about what really drives your customers. Certainly nothing about how or why they do what they do.
- Marketing budgets are simply wasted if no-one looks at your stuff and this is avoidable.
- A s**t ad is a shit ad, no matter where you stick it.
TMRE 2017 Presentation: Translating Emotion Science Into Digital ExperiencesIsobarUS
A robust segmentation identifies the rational, emotional and behavioral qualities of a target audience. Isobar uses the segments from our Marketing Intelligence Practice to model and manage clients’ actual customer data, and from there to drive many aspects of clients’ marketing, product and customer experience.
Health and vitality leader, Tivity Health, was challenged with expanding the brand and increasing member engagement for SilverSneakers, their community fitness program specifically designed for older adults. Isobar has used System 1 segmentation insights to drive omni-channel acquisition, engagement, and brand advocacy.
This session will reveal how:
A seamless “insights to innovation” agency model provides a collaborative client relationship
Defining market opportunity informs business decision-making, influences product, market strategy, and drives digital experiences based on real segments
System 1 segmentation, including MindSight Motivational Profiling and neuromarketing, drove the development of digital assets, 3rd party data assets (Facebook and Experian), and influenced campaign creative
Segmentation is activated through data and technology specifically through CRM and media targeting
Gartner webinar social media analytics 23.10.2014Irene Ventayol
Virtually every modern marketer has a presence in social channels, and many use social listening tools to monitor what people say about their brands. Yet despite being a maturing discipline, social analytics remains stubbornly difficult and frustrating to apply. How much is a Facebook fan worth? Does it matter that your "net sentiment" is in the single digits? Your "share of voice" on Twitter is down this week – should you panic? This presentation focuses on the social analytics vendors, techniques, metrics and cases that can help you most.
Pivotal Tech Talk - Using data to inform product decisions (22.10.14)Marc Abraham
Why is important to use data to inform product decisions? How can you best use data as part of the product lifecycle? This talk about the role that data can play in informing decisions (and answering questions) at different stages of the product lifecycle.
Putting Customers First: How To Build Data-Driven Strategies To Ensure Custom...VWO
When opinions take a backseat and data takes control, you can be sure of incremental revenue by building data-informed digital experiences that your customers will love. In this webinar, learn how to develop an evidence-based approach instead of an opinion-based approach.
Watch webinar recording here - https://vwo.com/resources/webinars/how-to-build-data-driven-strategies-ensuring-customer-loyalty/
Emotion AI: Innovation Trends in Media and Shopper ResearchEntropikTech
80% of executives believe they understand consumers’ emotions, but only 15% of consumers agree. Emotion AI can bridge this gap by providing a deeper, richer understanding of your audience and their interactions and experiences with your brand. Through eye tracking, facial coding, brainwave mapping, and automatic speech recognition, Emotion AI can measure emotions at your fingertips, adding accuracy, agility, and actionability to your insights.
For more description please visit https://entropiktech.com/
Thanks to advanced Eye Tracking and Facial Coding technology EyeSee provides fast, cost-effective and scalable insights in different types of marketing communication - TV Commercials, Packaging, Shelves, Websites, Advertisements, Newsletters, Covers and Folders.
People Centric Marketing - Create Impact by Putting People First Digital Vidya
Know how to create impact by putting people first via 'People Centric Marketing'. Gain insights from the webinar led by Sakhee Dheer, Head of Digital, Global Business Marketing, Asia Pacific, Facebook.
Harvesting the value from Advanced AnalyticsJaap Vink
In general, Analytics help you leverage investments that you have done already in your IT investments, on ERP, on CRM systems, on sales
force automation systems, and on all
the data collection that you put in
place.
Unfortunately, reality isn’t that
straightforward. It’s still a struggle
for most companies to drive valuable
insight into the data they have.
Capstone Project: Luxury Handloom Saree Brand
As part of my college project, I applied my learning in brand strategy to create a comprehensive project for a luxury handloom saree brand. Key aspects of this project included:
- *Competitor Analysis:* Conducted in-depth competitor analysis to identify market position and differentiation opportunities.
- *Target Audience:* Defined and segmented the target audience to tailor brand messages effectively.
- *Brand Strategy:* Developed a detailed brand strategy to enhance market presence and appeal.
- *Brand Perception:* Analyzed and shaped the brand perception to align with luxury and heritage values.
- *Brand Ladder:* Created a brand ladder to outline the brand's core values, benefits, and attributes.
- *Brand Architecture:* Established a cohesive brand architecture to ensure consistency across all brand touchpoints.
This project helped me gain practical experience in brand strategy, from research and analysis to strategic planning and implementation.
Everyone knows the power of stories, but when asked to come up with them, we struggle. Either we second guess ourselves as to the story's relevance, or we just come up blank and can't think of any. Unlocking Everyday Narratives: The Power of Storytelling in Marketing will teach you how to recognize stories in the moment and to recall forgotten moments that your audience needs to hear.
Key Takeaways:
Understand Why Personal Stories Connect Better
How To Remember Forgotten Stories
How To Use Customer Experiences As Stories For Your Brand
Lily Ray - Optimize the Forest, Not the Trees: Move Beyond SEO Checklist - Mo...Amsive
Lily Ray, Vice President of SEO Strategy & Research at Amsive, explores optimizing strategies for sustainable growth and explores the impact of AI on the SEO landscape.
What’s “In” and “Out” for ABM in 2024: Plays That Help You Grow and Ones to L...Demandbase
Delve into essential ABM ‘plays' that propel success while identifying and leaving behind tactics that no longer yield results. Led by ABM Experts, Jon Barcellos, Head of Solutions at Postal and Tom Keefe, Principal GTM Expert at Demandbase.
In today's digital world, customers are just a click away. "Grow Your Business Online: Introduction to Digital Marketing" dives into the exciting world of digital marketing, equipping you with the tools and strategies to reach new audiences, expand your reach, and ultimately grow your business.
website = https://digitaldiscovery.institute/
address = C 210 A Industrial Area, Phase 8B, Sahibzada Ajit Singh Nagar, Punjab 140308
We will explore the transformative journey of American Bath Group as they transitioned from a traditional monolithic CMS to a dynamic, composable martech framework using Kontent.ai. Discover the strategic decisions, challenges, and key benefits realized through adopting a headless CMS approach. Learn how composable business models empower marketers with flexibility, speed, and integration capabilities, ultimately enhancing digital experiences and operational efficiency. This session is essential for marketers looking to understand the practical impacts and advantages of composable technology in today's digital landscape. Join us to gain valuable insights and actionable takeaways from a real-world implementation that redefines the boundaries of marketing technology.
The digital marketing industry is changing faster than ever and those who don’t adapt with the times are losing market share. Where should marketers be focusing their efforts? What strategies are the experts seeing get the best results? Get up-to-speed with the latest industry insights, trends and predictions for the future in this panel discussion with some leading digital marketing experts.
Mastering Local SEO for Service Businesses in the AI Era"" is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business.
Key Takeaways:
Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.
In this dynamic session titled "Future-Proof Like Beyoncé: Syncing Email and Social Media for Iconic Brand Longevity," Carlos Gil, U.S. Brand Evangelist for GetResponse, unveils how to safeguard and elevate your digital marketing strategy. Explore how integrating email marketing with social media can not only increase your brand's reach but also secure its future in the ever-changing digital landscape. Carlos will share invaluable insights on developing a robust email list, leveraging data integration for targeted campaigns, and implementing AI tools to enhance cross-platform engagement. Attendees will learn how to maintain a consistent brand voice across all channels and adapt to platform changes proactively. This session is essential for marketers aiming to diversify their online presence and minimize dependence on any single platform. Join Carlos to discover how to turn social media followers into loyal email subscribers and ultimately, drive sustainable growth and revenue for your brand. By harnessing the best practices and innovative strategies discussed, you will be equipped to navigate the challenges of the digital age, ensuring your brand remains relevant and resonant with your audience, no matter the platform. Don’t miss this opportunity to transform your approach and achieve iconic brand longevity akin to Beyoncé's enduring influence in the entertainment industry.
Key Takeaways:
Integration of Email and Social Media: Understanding how to seamlessly integrate email marketing with social media efforts to expand reach and reinforce brand presence. Building a Robust Email List: Strategies for developing a strong email list that provides a direct line of communication to your audience, independent of social media algorithms. Data Integration for Targeted Campaigns: Leveraging combined data from email and social media to create personalized, targeted marketing campaigns that resonate with the audience. Utilization of AI Tools: Implementing AI and automation tools to enhance efficiency and effectiveness across marketing channels. Consistent Brand Voice Across Platforms: Maintaining a unified brand voice and message across all digital platforms to strengthen brand identity and user trust. Proactive Adaptation to Platform Changes: Staying ahead of social media platform changes and algorithm updates to keep engagement high and interactions meaningful. Conversion of Social Followers to Email Subscribers: Techniques to encourage social media followers to subscribe to email, ensuring a direct and consistent connection. Sustainable Growth and Minimized Platform Dependence: Strategies to diversify digital presence and reduce reliance on any single social media platform, thereby mitigating risks associated with platform volatility.
As the call for for skilled experts continues to develop, investing in quality education and education from a reputable https://www.safalta.com/online-digital-marketing/best-digital-marketing-institute-in-noida Digital advertising institute in Noida can lead to a a success career on this eve
Are you struggling to differentiate yourself in a saturated market? Do you find it challenging to attract and retain buyers? Learn how to effectively communicate your expertise using a Free Book Funnel designed to address these challenges and attract premium clients. This session will explore how a well-crafted book can be your most effective marketing tool, enhancing your credibility while significantly increasing your leads and sales while decreasing overall lead cost. Unpacking practical steps to create a magnetic book funnel that not only draws in your ideal customers, but also keeps them engaged. Break through the noise in the marketing world and leave with a blueprint that will transform your sales strategy.
Most small businesses struggle to see marketing results. In this session, we will eliminate any confusion about what to do next, solving your marketing problems so your business can thrive. You’ll learn how to create a foundational marketing OS (operating system) based on neuroscience and backed by real-world results. You’ll be taught how to develop deep customer connections, and how to have your CRM dynamically segment and sell at any stage in the customer’s journey. By the end of the session, you’ll remove confusion and chaos and replace it with clarity and confidence for long-term marketing success.
Key Takeaways:
• Uncover the power of a foundational marketing system that dynamically communicates with prospects and customers on autopilot.
• Harness neuroscience and Tribal Alignment to transform your communication strategies, turning potential clients into fans and those fans into loyal customers.
• Discover the art of automated segmentation, pinpointing your most lucrative customers and identifying the optimal moments for successful conversions.
• Streamline your business with a content production plan that eliminates guesswork, wasted time, and money.
Unlock the secrets to enhancing your digital presence with our masterclass on mastering online visibility. Learn actionable strategies to boost your brand, optimize your social media, and leverage SEO. Transform your online footprint into a powerful tool for growth and engagement.
Key Takeaways:
1. Effective techniques to increase your brand's visibility across various online platforms.
2. Strategies for optimizing social media profiles and content to maximize reach and engagement.
3. Insights into leveraging SEO best practices to improve search engine rankings and drive organic traffic.
This session will aim to comprehensively review the current state of artificial intelligence techniques for emotional recognition and their potential applications in optimizing digital advertising strategies. Key studies developing AI models for multimodal emotion recognition from videos, images, and neurophysiological signals were analyzed to build content for this session. The session delves deeper into the current challenges, opportunities to help realize the full benefits of emotion AI for personalized digital marketing.
Google Ads Vs Social Media Ads-A comparative analysisakashrawdot
Explore the differences, advantages, and strategies of using Google Ads vs Social Media Ads for online advertising. This presentation will provide insights into how each platform operates, their unique features, and how they can be leveraged to achieve marketing goals.
Gokila digital marketing| consultant| Coimbatoredmgokila
Myself Gokila digital marketing consultant located in Coimbatore other various types of digital marketing services such as SEM
SEO SMO SMM CAMPAIGNS content writing web design for all your business needs with affordable cost
Digital Marketing Services | Techvolt Software :
Digital Marketing is a latest method of Marketing techniques widely used across the Globe. Digital Marketing is an online marketing technique and methods used for all products and services through Search Engine and Social media advertisements. Previously the marketing techniques were used without using the internet via direct and indirect marketing strategies such as advertising through Telemarketing,Newspapers,Televisions,Posters etc.
List of Services offered in Digital Marketing |Techvolt Software :
Techvolt Software offers best Digital Marketing services for promoting your products and services through online platform on the below methods of Digital marketing
1. Search Engine Optimization (SEO)
2. Search Engine Marketing (SEM)
3. Social Media Optimization (SMO)
4. Social Media Marketing (SMM)
5. Campaigns
Importance | Need of Digital Marketing (Online Promotions) :
1. Quick Promotions through Online
2. Generation of More leads and Business Enquiries via Search Engine and Social Media Platform
3. Latest Technology development vs Business promotions
4. Creation of Social Branding
5. Promotion with less investment
Benefits Digital Marketing Services at Techvolt software :
1. Services offered with Affordable cost
2. Free Content writing
3. Free Dynamic Website design*
4. Best combo offers on website Hosting,design along with digital marketing services
5. Assured Lead Generation through Search Engine and Social Media
6. Online Maintenance Support
Free Website + Digital Marketing Services
Techvolt Software offers Free website design for all customer and clients who is availing the digital marketing services for a minimum period of 6 months.
With Regards
Gokila digital marketer
Coimbatore
The digital marketing industry is changing faster than ever and those who don’t adapt with the times are losing market share. Where should marketers be focusing their efforts? What strategies are the experts seeing get the best results? Get up-to-speed with the latest industry insights, trends and predictions for the future in this panel discussion with some leading digital marketing experts.
First Things First: Building and Effective Marketing Strategy
Too many companies (and marketers) jump straight into activation planning without formalizing a marketing strategy. It may seem tedious, but analyzing the mindset of your targeted audiences and identifying the messaging points most likely to resonate with them is time well spent. That process is also a great opportunity for marketers to collaborate with sales leaders and account managers on a galvanized go-to-market approach. I’ll walk you through the methods and tools we use with our clients to ensure campaign success.
Key Takeaways:
-Recognize the critical role of strategy in marketing
-Learn our approach for building an actionable, effective marketing strategy
-Receive templates and guides for developing a marketing strategy
It's another new era of digital and marketers are faced with making big bets on their digital strategy. If you are looking at modernizing your tech stack to support your digital evolution, there are a few can't miss (often overlooked) areas that should be part of every conversation. We'll cover setting your vision, avoiding siloes, adding a democratized approach to data strategy, localization, creating critical governance requirements and more. Attendees will walk away with actions they can take into initiatives they are running today and consider for the future.
1. Eye Tracking for TV Commercial
Methodology overview & case study
4/30/2015 1EyeSee
March 2015
2. Case TV Commercial
4/30/2015 EyeSee 2
The marketing team decided to boost sales of Nescafe with a TV Campaign. They received 2 Commercials from HQ
and wanted to know which one will increase 1) the top of mind (brand visibility) and 2) association with number
of flavors. Also, they wanted to understand what scenes should to be improved and how.
Problem
EyeSee evaluated the 2 TV Commercials with online eye tracking and questionnaire:
Eye Tracking: respondents were exposed to TV Commercials and their eyes were tracked.
Questionnaire: after the eye tracking session, they filled out a survey (likeability, association attitudes, purchase…).
Proposed solution
Main findings & ROI
The second TV Commercial in general performed better. It has higher brand visibility (+17% on average) and
attention (27% longer). However, the tag on needs to be improved - especially a low website visibility. The website is
important as shoppers can buy more variations online than at the retailers. 79% more people associate the 2nd TVC
with greater and more exotic flavor variety and 11% more would consider to buy it.
Brand visibility
+17%
Website visibility
-40%
Brand attention
+27%
% noticed the brand per scene % that noticed the key benefitsaverage time spent looking to brand
Variety association
+79%
% that mentioned variety in recall
Stated preference
+17%
% that prefers TVC in direct comparison
3. Table of contents
1. About EyeSee
1. EyeSee: Explicit + Implicit insights
2. Unique proposition (online): Fast, cost effective and end2end solution
3. How it works: Remotely at home
4. Our behavioral metrics: From seen to purchase intent
5. Why EyeSee
2. Case study – Nescafe
1. Main findings and recommendations
2. Brand and product visibility over time
3. Overview of the video 1
4. Overview of the video 2
5. Questionnaire consumers evaluation
4/30/2015 EyeSee 3
4. Most of traditional researches use explicit methods
4/30/2015 EyeSee 4
Traditional, explicit measurements focus on the left brain which is in charge of:
„Price is the most important
factor for me when shopping“
„I will not buy an ice-cream
because it is fattening“
Logical thinking Conscious behavior Language and meaning
„I think brand X is trustworthy
and for people like me“
5. However, the buying process is more than the left brain
4/30/2015 EyeSee 5
However, there is more than the left brain. Researches show that the buying process is:
...most of shoppers cannot tell
the price after the purchase
…more than 50% of buying
decisions are driven by emotions
Often emotional Often subconscious Buying behavior is not
the same as stated intent
...the correlation between stated intent
and actual behavior is usually low
6. EyeSee complements left brain with right brain insights
4/30/2015 EyeSee 6
Implicit
insights
Explicit
insights
Increased
impact
Right brain
Emotions Facial coding measures emotions
through facial expressions. Facial expressions are
spontaneous and difficult to suppress and
muscles responsible for expressions are directly
linked to the brain.
Attention Most of our knowledge acquisition is
based on visual stimuli. Eye tracking is a unique
research method that tracks people’s eyes to
now what they have seen (not!).
Left brain
Logical thinking: „This TVC gave me useful info,
and I will buy this product“. „I will not buy an ice-
cream because it is fattening“ .
Conscious behavior: „I make the list of things to
buy before shopping“ „Price is the most
important factor for me when shopping“
Language and meaning: „This Ad is interesting to
me because of nice colors“ „I think brand X is
trustworthy and for people like me“
Because Implicit Research
Technologies Tell the Stories
Consumers Won’t
7. Unique proposition of our remote testing platform:
fast, cost effective and end2end solution
4/30/2015 EyeSee 7
Within a few days insights are
delivered.
The eye tracking survey is launched
within a day. Next, respondents are
recruited online – via global panel
suppliers — and their eyes are tracked
with their PC and webcam, at home.
Quick turnaround
of (global) studies
Actionable insights
& end2end solution
Cost effective
You deliver the stimuli, we deliver
insights.
Our experienced researchers convert
data into actionable insights with
clear recommendations to maximize
communication impact.
Our price is 2 times lower than
conventional studies.
Our recruitment costs are 2 times
lower and our operational processes
are more efficient than conventional
eye tracking.
8. How it works: Remotely at home
4/30/2015 EyeSee 8
Step 1:
Upload stimuli
Step 2:
Recruiting respondents
Step 3:
Testing remotely
Step 4:
Analysis and reporting
We upload your stimuli
and program a webcam
based eye tracking
survey.
Respondents are recruited
to complete the survey
with their PC & webcam at
home.
While exposed to the
stimuli their eyes and
facial expressions are
tracked. The survey is
filled out at the end.
Output is a report
with detailed findings and
recommendations.
9. Our behavioral metrics: From seen to purchase intent
4/30/2015 EyeSee 9
Eye tracking
Where do users look at?
Eye tracking tracks people’s eyes to
know where they are (not!) looking
at, how long and in which order.
Which elements are seen (first)?
Where do users expect to find <x>?
What is the general gaze pattern?
What barriers are users facing?
Questionnaire
What are the attitudes?
Users fill out a quick survey in order
to collect their personal opinion.
What are users perceptions in
terms of complexity, preference..?
Facial coding
How do they feel?
Facial coding measures emotions
through facial expressions (happy,
confused,…)?
What emotions are evoked?
What is the average emotion?
How fast are emotions aroused?
Which scenes evoke emotion?
10. Why eye tracking?
Because…. What you do not see, you do not click
4/30/2015 EyeSee 10
Clicks
Intends to act
Understands &
likes the area
Holds Attention
Attracts Attention
Attention:
Online Eye Tracking Insights
Inspiration:
Online Quant Survey
Facial coding &
& think aloud protocol
Action:
Registration of mouse movements
and navigation
Actions
Implicitand
explicit
Implicit Level of insights
11. Attention + Emotion = Impact
4/30/2015 EyeSee 11
Attention: what you don’t see, you don’t buy
Consumers are overwhelmed with visual stimuli each day. Their (purchase)
behavior is influenced by advertising without recalling what they have seen.
Eye tracking is a unique research method evaluating how consumers perceive
communication messages by measuring what they have actually looked at.
Eye tracking is considered as one of the best methods to optimize communication
such as adverts, in store layout, TV commercials, packaging, websites, etc. 9 out of
10 leading advertisers are using eye tracking to optimize communication.
Facial coding: scalable and cost effective measurement of emotions
Facial coding measures emotions through facial expressions. Facial expressions
are spontaneous. Respondents are exposed to stimuli and 7 expressions are
detected by algorithms: happiness, surprise, puzzled, disgust, fear, sad and
neutral. The emotions are categorized into positive, negative and neutral.
The main advantages of facial coding are: (1) it is not based on stated behavior
(surveys), (2) it is cost effective, fast and scalable (N>50) (fMRI or EEG) and (3) it
allows second by second analysis/real time.
12. EyeSee, Remote quant neuro insights testing platform
4/30/2015 EyeSee 12
EyeSee’s approach:
Remote with standard computer and webcam –
Interview is done at respondents’ home in a natural
setting with their standard computer and webcam.
Quant with large sample size – Users receive a task
and while they are executing, our platform is
tracking their behavior. By using a quant approach
we can find statistical differences in comparison
with qual.
Behavioral tracking – We track users’ attention (eye
tracking) and emotions (facial coding) via their
webcam and ALGOs. Clicks and navigation are also
recorded and users fill out a survey at the end.
Scalable and cost effective – Thanks to the remote
testing, users costs are low and we can conduct
studies all over the world.
13. Our scope
4/30/2015 EyeSee 13
Packaging Studies
Shelf Studies
POS Material
Virtual Reality
Online Ads
Web Pages
Social Media
Newsletters
Emails
Outdoor Ads
Print Ads
TV commercials
Direct Marketing
Movie Trailers
Product placement
MarComms
Insights
Cross media analysis platform
Online
Insights
In-store
Insights
14. Eye Tracking for TV Commercials
4/30/2015 EyeSee 14
Save money in distribution
You loose about 0,5s
Increase package & brand visibility
Great shoot or not?
At which 2 elements do people look at? Where to locate high margin products?
15. Why EyeSee
4/30/2015 EyeSee 15
EyeSee: experience + unique technology = actionable insights
Experience
Unique
technology
Actionable
insights
EyeSee is working for UX, marketing and market research VPs of leading brands and
our team consists of former consultants of big MR companies. We have eye tracked
more than 10.000 respondents.
EyeSee is revolutionizing the market research industry. We have a unique platform to
track people’s eyes and facial expressions with their laptop and webcam at home,
resulting in fast and cost effective insights.
Our team consists of former market researchers of big market research companies. We
focus on actionable insights and improve marketing communication impact.
Some of our clients:
17. Main findings
4/30/2015 EyeSee 17
BrandvisibilityTagon
Main drivers of PRODUCT and BRAND visibility: highest for TVC2
TV commercial 2 has a significantly higher brand and product visibility than TV Commercial 1.
• Although scene 1 is longer in TVC1, the brand is seen by 58% more people in TVC2. The brand is bigger
displayed and the background is less confusing. It is recommended to use the 1st scene of TVC2.
• In scene 2 the brand/product is again more visible in TVC2. The product is moving less fast and it is
displayed bigger.
• In scene 4, the brand is more visible in TVC1 than in TVC2. In TVC2 the products on the right are
distracting attention and the product on the left is blocking the brand.
Tag on: High message visibility, moderate brand visibility, low website visibility
• Low visibility of the website 12-20%. As the goal is to increase the website traffic, the displaying strategy
should be revised.
• Almost all people noticed the message. The brand was seen by only 60% of people. It could be
considered to display the brand on the right hand side and change as well the color of the word ‘black’.
• More people noticed all products in TVC2 than in TVC1. There are less products in TVC2.
Evaluation
Questionnaire: TVC2 has a significantly higher variety association
• In TVC2 almost double of people recalled product variety as (key) message.
• TVC2 was preferred by 17% more people
• More respondents found TVC2 relevant and clear
TVC1
TVC2
18. 2nd TV Commercial has the highest brand visibility
4/30/2015 EyeSee 18
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
scene 1 scene 2 scene 3 scene 4
2,0s
5.0s
0,8s
0,5s
Xs
Xs
Scene length
Avg. time looking at product
percentageofviewerswhosawthebrand
2,0s 1,0s
0,3s 0,5s
TV Commercial 2
TV Commercial 1
1,0s
3.0s
0,5s
0,5s
The brand visibility is the
highest in the first 2 scenes,
especially in the second TV
Commercial. On average the
brand is about 40% more in
the 2nd TVC and significantly
longer in the first seen.
Though the brand presence
on the screen is longest in the
scene 4. In this scene TVC 1
has a higher brand visibility,
mainly because of its length.
It could be considered to
increase the length of the 4th
scene in the 2nd TVC as it
would communicate better
the brand and other
messages in the tag on.
19. Scenes 1 and 2 are performing better in video 2
4/30/2015 EyeSee 19
Video 1
Video 2
1s
1s
2s
2s
3s
3s
4s
Although the introduction scene is much longer in the video 1, the brand
visibility and attention is much lower. Also the first seconds of video 1 are
too zoomed in, resulting in confusion and low engagement.
Also, the turning of the
pad is too fast in video 1,
resulting in lower brand
visibility in the 2nd scene.
20. Scene 3 is too long in video 2
4/30/2015 EyeSee 20
Video 1
Video 2
6s
6s
7s
7s
8s
8s
9s
9s
The 3rd scene is 2 seconds longer in the 2nd video.
This scene could be cut by 1-2 seconds as attention is more diffused at the end.
21. The brand visibility is higher in video 1 in the final scene
4/30/2015 EyeSee 21
Video 1
Video 2
11s
11s
12s
12s
13s
13s
14s
14s
The end scene is longer in the 1st video. This results in higher attention to the brand. Also, the product
on the left partially blocks the view on the brand and the attention is directed to the right and middle
side by the movement of products.
22. Overview of video 1: improve scenes 1 and 2
4/30/2015 EyeSee 22
Scene Description Cut Gain
00-05
seconds
Scene 1 Clock work
Suggestion I: cut the first 2 second out of the TVC
Reason: The gaze directions are dispersed indicating confusion (people do not know where
to look). The scene is too zoomed out at the start and people are confused.
0-2sec 2,0 sec
TOTAL 2,0 sec
05-06
seconds
Scene 2 Insert pad in machine
Suggestion II: increase the size of the pad and move the pad less around
Reason: people will perceive the pad as an image and will not read the brand if it moves
so quickly. It should be able to do it within the current period of time.
NA 0,0 sec
10-15
seconds
Scene 4 Tag on
Suggestion III: delay changing the color of the word ‘black’ for 0.5 seconds. It will boost
the brand visibility with 10-20%.
Suggestion IV: make sure that the most important brands are in the middle. It could be
worth to show only 3 products as both extremes are seen only by 35% of people.
Suggestion V: increase visibility of the website. You could create an additional add on.
NA 0,0 sec
06-10
seconds
Scene 3 Coffee creation
Communicates the key elements such as coffee creation and the taste/essence of coffee
very good. It will not communicate well features of the machine and brand of the machine.
NA 0,0 sec
23. Video 1: Scene 1: Initial seconds are too zoomed out
and confuse people. Cut the first 2 seconds out of the video.
4/30/2015 EyeSee 23
Unclear viewing patterns at
first, but focus starts to develop
at watch mechanism after the
3rd second. Dolce Gusto gets
into field of view at the end of
3rd second, but it is too small
and everything happens too
quickly – Dolce Gusto is seen by
65% of viewers and looked at
just for 0.3s on average! 0.3s is
not long enough to have a
memorable impact. The
variation in gaze directions in
the first 2 seconds indicates
unclear communication and low
engagement. Cutting the first 2
seconds would boost the
performance.
0-1 s 1st s
2nd s 3rd s
4th s
24. Scene 2: The cup is moving too fast resulting in low
brand visibility.Try to move the cup slower as in video 2.
4/30/2015 EyeSee 24
Focus moves towards the pad. Better visibility of Dolce Gusto brand name than in introductory scene, also seen by 65% of viewers but
for a longer time (0.5s vs 0.3s in introductory scene). However, as the brand moves so fast it is likely that it will be processed as an
object/image (and not as text) in which people will not recall the brand or have the brand association.
Positive thing is the transition from scene 1 to scene 2. The cup is placed in the same position and at the exact time of the transition
most of people looked at the pad.
5th s
5th s 5.50th s
25. Scene 3: Keeps the attention focused and
illustrates the essence of coffee well.
4/30/2015 EyeSee 25
6th s 7th s
8th s 9th s
The main focus is going quickly to the cup and than further to the drop in the coffee. It is good
that these scenes are not long because people might be bored. They will not inspect the coffee
machine closer, so the main focus is on the coffee and not on the product machine.
26. Scene 4: Increase brand and website visibility.
4/30/2015 EyeSee 26
10th s 11th s
12th s 13th s
Product on the left 35%
Product on the right 35%
Brand visibility 60%
Message visibility 100%
Website visibility 20%
People are directly attracted to the text thanks to the transition of
the drop that comes more or less to the same position as text.
However, the brand visibility is around 60%. This is because when
people start to read the text the word ‘black’ changes the color
and attracts the attention.
After noticing ‘black’, the attention turns to the products due to
change in perspective. The 2 extreme products are seen by 35% of
the respondents.
Despite its importance, the website address is seen by only 20%
of people. Shoppers can buy more product variations on the
website than in the shop.
To conclude, it is recommended to wait 0.5s longer to change the
color of the word ‘black’ in order to increase the brand visibility.
The most important products need to be located in the middle and
the website address needs to be displayed differently. Potentially
via another tag of 2 seconds (that you win at the start of the
commercial).
27. Overview of Video 2: Better video, but edit scenes 3 and 4
4/30/2015 EyeSee 27
Scene Description Cut Gain
00-02
seconds
Scene 1 Exotic travelling
The brand is highly visible. Birds somewhat divert attention away, but just on time it goes
back to the brand and continues to a smooth transformation to the next scene.
NA 0,0 sec
TOTAL 1,0 sec
02-04
seconds
Scene 2 Insert pad in machine
This scene has a greater brand impact than the first TV Commercial. It is displayed
bigger and brand moves visually forward.
NA 0,0 sec
10-15
seconds
Scene 4 Tag on
Decreasing the size of machines would help to increase the visibility of the brand. It
could be considered as well to locate the brand on the right, next to black and change
its colors. This will probably enhance the clearness of the key message.
NA 0,0 sec
04-10
seconds
Scene 3 Coffee creation
Suggestion I: cut the scene by 1 or 2 seconds
This scene could be shortened by 1 second because people are not focused anymore at
the end.
09-10
seconds
1,0 sec
28. Video 2: Scene 1: High brand visibility
and perfect timing for changing the scene.
4/30/2015 EyeSee 28
0-1 s 1st s
2nd s
The timings in the scene are perfect. The
brand is the first element that attracts
attention. After one second the birds divert
attention (away) but afterwards people again
look at the brand. About 95% of people notice
the brand for 0.8 seconds. Most see the brand
twice and look again at the brand just before
changing the scene.
29. Scene 2: Much higher brand visibility than in video 1.
4/30/2015 EyeSee 29
The transition from the 1st scene to the 2nd is perfect as it can be.
People look at the brand element during the transition. After that, the
brand comes visually closer which holds the attention. Half of time
people are looking at the brand which makes it again very effective.
30. Scene 3: Cut 1-2 seconds.
4/30/2015 EyeSee 30
4th s 5th s
6-7th s 8th s
9th s
The main focus of attention is on
the cups. The scene seems to be
one second too long. The
attention diverts from the last
cup. There is an opportunity to
cut one second.
The brand ‘Krups’ will not be
noticed.
31. Scene 4: Revise tag on to boost brand and website visibility
4/30/2015 EyeSee 31
11th s 12th s
13th s 14th s
First the products attract the attention and than the
text. However, only half of people notice the brand.
Decreasing the size of machines would help to increase
the visibility of the brand. It could be as well considered
to locate the brand on the right, next to black and
change its colors. This will probably enhance the
clearness of the key message.
Despite its importance, the website address is seen by
only 12%. Shoppers can buy more product variations on
the website than in the shop.
The machines in general attract significant attention.
The machine on the right has a visibility of 70%.
Product on the left 47%
Product on the right 70%
Brand visibility 47%
Message visibility 94%
Website visibility 12%
32. “TVC2” ad is significantly better recalled
4/30/2015 EyeSee 32
Q: Which ads do you recall seeing?
* - growth rate compared to benchmark
Q: Apart from trying to sell you the product, what was the main
message of this ad? (open ended)
TVC main message is: The product is…
Both ads are recalled more than average, but TVC2 scores significantly better. The message is less complex and it is more clear and more focused
on variety than TVC1. About 70% recalls that the main message of TVC2 is variety of product. Also 45% mentions exotic coffee. Both are significantly
less recalled at TVC1 –39% and 8% respectively. More people recall high tech coffee in TVC 1 than in TVC 2.
30% *
12% *
TVC2 is significantly better recalled
39%
38%
8%
70%
30%
45%
0% 20% 40% 60% 80%
Variety of products
High tech coffee
Exotic coffee
TVC1
TVC2
33. In direct comparison, TVC2 is preferred
4/30/2015 EyeSee 33
54%
46%
Q: What is your overall opinion of this ad?
(1 - I don’t like it at all, 5 – I like it very much)
Advert 2 has a stronger impact on respondent’s opinion.Advert 2 is more preferred
10%
9%
23%
26%
30%
25%
22%
25%
15%
15%
0% 20% 40% 60% 80% 100%
TVC1
TVC2
1 2 3 4 5
Q: Please click on the AD you find more attractive.
34. Key metrics
4/30/2015 EyeSee 34
Q. Was the advert clear?
Q. How relevant was the advert to you?
Q. Did it change the way you feel about the brand?
Q. Were the claims in the advert believable?
Q. Did it make you more or less likely to take action
(purchase, change behavior etc)? 10%
15%
7%
10%
2%
2%
10%
16%
8%
8%
15%
10%
15%
10%
8%
6%
14%
20%
10%
8%
20%
25%
48%
54%
30%
30%
30%
30%
20%
36%
30%
25%
22%
20%
24%
28%
34%
26%
37%
26%
20%
25%
8%
6%
36%
34%
12%
8%
25%
22%
0% 20% 40% 60% 80% 100%
TVC2
TVC1
TVC2
TVC1
TVC2
TVC1
TVC2
TVC1
TVC2
TVC1
35. Maximize marketing impact with EyeSee
It’s fast, affordable and easy!
30/04/2015 35EyeSee
Olivier Tilleuil
+1 917 960 6255
olivier.tilleuil@eyesee-research.com