TMRC Eye Spy Brief Intro
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The document describes eye tracking biometrics research called "Eye Spy" that can provide comprehensive consumer insights. It records real consumer behaviors and responses through non-invasive eye tracking technology to understand visual attention, decision making, and message recognition. Eye Spy testing is conducted on packaging, print, websites, and shelves to evaluate communication elements and identify issues that could be improved.
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TMRC Eye Spy Brief Intro
- 1. 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. Eye 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 cognitive processes related to visual stimulation such as decision making, brand/message recognition, engagement etc. It is non-invasive, scientifically accurate & inexpensive
- 3. ‘ TMRC Eye Spy’ is an Integrated & 360 Consumer Research Approach Packaging Print Indoor Advertising Web Usability Online Ad Test Shelf
- 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, 1 st Floor, Vipul Agora, M.G. Road Gurgoan, 122001, Delhi, India Tel: +91 124 4609906 Fax: +91 124 4609900
Editor's Notes
- 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.