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.

1. OVERVIEW:
CAPABILITIES OF EYESEE
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2. Most of traditional researches use explicit methods
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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 ice-cream
because it is fattening“
Logical thinking Conscious behavior Language and meaning
„I think brand X is trustworthy
and for people like me“

3. However, the buying process is more than the left brain
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However, there is more than the left brain. Research 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

4. EyeSee complements left brain with right brain insights
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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 the
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 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

5. Unique proposition of our remote testing platform:
fast, cost effective and end2end solution
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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.

6. How it works: remotely at home
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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 a survey with
their PC & webcam at
home
The stimuli is exposed
while eyes and facial
expressions are tracked. A
survey is filled out in the
end.
Output is a report
with detailed findings and
recommendations.

7. Our behavioral metrics: From seen to purchase intent
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Eye tracking
Where do users look at?
Navigation
How do they navigate?
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?
Users’ navigation (clicks, screen
recoding,…) is tracked while they
are completing the exercise.
Where did users click?
Which pages did they visit?
How long did they stay on a page?
Did they scroll?
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
What do they feel?
Facial coding measures emotions
through facial expressions (happy,
confused,…)?
Which emotions are evoked?
What is the average emotion?
How fast did it generate emotion?
Which scenes evoke emotion?

8. Why eye tracking?
Because…. What you do not see, you do not click
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Attracks attention
Holds attention
Likes proposition
Intents to act
Acts (e.g. buy)
Understands &
likes the area
Clicks
Implicit
Implicitand
explicit Attention:
Online Eye Tracking Insights
Inspiration:
Online Quant Survey
Facial coding &
& think aloud protocol
Action:
Registration of mouse movements
and navigation
Level of insights
Actions

9. Our unique mission:
Making neuromarketing methods accessible
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Level of insights
Low High
Costsperrespondent
HighLow
Online questionnaires
MRI scans
Focus groups Eye tracking
Online eye tracking
Online Facial coding

10. Attention + Emotion = Impact
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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) cost effective, fast and scalable (N>50) (fMRI or EEG) and (3)
second by second analysis/real time

11. EyeSee, Remote quant neuro insights testing platform
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EyeSee’s approach:
Remote with standard computer and webcam –
Interview is done in respondent’s 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 tracks
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 alo’s. Clicks and navigation are tracked
as well 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.

12. Our scope
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 Packaging Studies
 Shelf Studies
 POS Material
 Virtual Reality
 Online Ads
 Web Pages
 Social Media
 Newsletter
 Emails
 Outdoor Ads
 Print Ads
 TV commercial
 Direct Marketing
 Movie Trailers
 Product placement
MarComms
Insights
Cross media analysis platform
Online
Insights
In-store
Insights

13. Evaluate, concept, optimize
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 Sales is less than expected or flat?
 There is discussion about current design
 You want to create a new design?
Competition has a new design?
You want to have a general evaluation
Evaluate you current design:
How is your design performing?
How is competition doing?
What are the (dis)advantages?
Method:
• Stimuli include your and competition design
• After eye tracking there is a questionnaire
• N=50 for ET and 100 for survey, 1 cell
•Delivery: about 1 week
•Benefit: competition test @ half price
EVALUATE CONCEPT TEST OPTIMIZE
There are multiple new design proposed
and you need to take a choose based on
objective parameters
 There is a lot of subjective discussion
Preferences are distributed
Evaluate different concepts:
Which has biggest stopping power?
Which communicate best main message?
How do customers evaluate your concept?
Method:
•Respondents are exposed to concepts
•After eye tracking sessions there is an
elaborated survey
•N=50 for ET and 100 for cell, 3 cells
•Delivery: about 1-2 weeks
•Benefit: free elaborated questionnaire
You have chosen your concept and need
to further optimize
 There is a lot of subjective discussion
Preferences are distributed
Evaluate different concepts:
Which has biggest stopping power?
Which communicate best main
message, brand?
Method:
•Respondents are exposed to concepts
•After eye tracking sessions there is no
survey
•N=50 for ET and 100 for cell, 1 cell
•Delivery: about 1 week

14. Why EyeSee
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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 exists out for former consultants at big MR firms. We have eye tracked more
than +10.000 respondents.
EyeSee is revolutionizing the market research industry. We have a unique platform to
track peoples’ 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:

15. Maximize marketing impact with EyeSee
It’s fast, affordable and easy!
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Olivier Tilleuil
+32 477 41 52 90
olivier.tilleuil@eyesee-research.com