HOE DE ONBEWUSTE SHOPPERDOORGRONDEN MET EYE-TRACKING?anne.jansen@tobii.comn.vanderelst@rogil.eu
OVERLOAD IN SHELFClaim your first moment of truth
PEOPLE MAKE CHOICES RATHERUNCONSCIOUSLY THAN CONSCIOUSLY
WHAT IS EYE-TRACKING ?
HOW CAN EYE-TRACKING BE USED?
RICH BEERPack design   A   versus   B
IN SHELFRelevant to shopper
Exposure    Reach  Attention   InterestConsideration    Action
95%                                    90%REACH% shoppers that looked at package
2,81s                                  2,16sATTENTIONHow long does shopper look at package?
3,84                                   2,83INTERESTHow often does shopper look at package?
40%            35%CONSIDERATION% shoppers looked at package last 3 sec?
Reach                  Attention   EYE-TRACKING                  Interest                  Consideration                  ...
DUYVIS OVEN ROASTED
Appreciation                            Reach         Fit with Duyvis range                   Interest                    ...
DE MASTER BLENDERS 1753
Attention                     Reach                                                  = Current shelf lay-out              ...
GETTING TO KNOW THE UNCONSCIOUS SHOPPEREye-tracking can make the difference
SEPARATE YOURSELF FROM THE CROWD           VISIT      VISIT            US         US           14          8
Mie 2013 tobii-rogil
Mie 2013 tobii-rogil
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Mie 2013 tobii-rogil

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Even though it is known by now that the consumer’s decision-making process is largely unconscious, we still tend to ask shoppers what they would or wouldn’t do. In other words, we appeal to reason. That is not necessarily wrong. We researchers do, however, need to aspire to reality-driven research that incorporates objective data and supplements quantitative and qualitative research. One of those objective measurement methods is eye tracking.
Rogil’s eye-tracking research is among the world’s most advanced. Using the best tools available by Tobii, we determine eye movement and eye fixation patterns in order to establish what features of an advertisement or packaging attract consumer attention. Eye tracking as a behavioural measurement tool enables a more complete understanding of attraction, comprehension and consumer behaviour in all areas of advertising.

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Mie 2013 tobii-rogil

  1. 1. HOE DE ONBEWUSTE SHOPPERDOORGRONDEN MET EYE-TRACKING?anne.jansen@tobii.comn.vanderelst@rogil.eu
  2. 2. OVERLOAD IN SHELFClaim your first moment of truth
  3. 3. PEOPLE MAKE CHOICES RATHERUNCONSCIOUSLY THAN CONSCIOUSLY
  4. 4. WHAT IS EYE-TRACKING ?
  5. 5. HOW CAN EYE-TRACKING BE USED?
  6. 6. RICH BEERPack design A versus B
  7. 7. IN SHELFRelevant to shopper
  8. 8. Exposure Reach Attention InterestConsideration Action
  9. 9. 95% 90%REACH% shoppers that looked at package
  10. 10. 2,81s 2,16sATTENTIONHow long does shopper look at package?
  11. 11. 3,84 2,83INTERESTHow often does shopper look at package?
  12. 12. 40% 35%CONSIDERATION% shoppers looked at package last 3 sec?
  13. 13. Reach Attention EYE-TRACKING Interest Consideration Purchase in shelf = Pack design A = Pack design BCOMBINE METRICS TO GAIN INSIGHTBut also benchmark and verbal measures
  14. 14. DUYVIS OVEN ROASTED
  15. 15. Appreciation Reach Fit with Duyvis range Interest EYE-TRACKINGVERBAL Unity of sub-range Consideration Variant identification Purchase in shelf Purchase intention = Current pack design = New pack design WHAT ABOUT CURRENT BUYERS? Verbal questioning alone can be misleading
  16. 16. DE MASTER BLENDERS 1753
  17. 17. Attention Reach = Current shelf lay-out = New shelf lay-out Interest Douwe Egberts InterestEYE-TRACKING Interest competition Consideration Consideration Douwe Egberts Purchase in shelf Consideration competition BUT IN THE LONG RUN? Interest & consideration affect buying
  18. 18. GETTING TO KNOW THE UNCONSCIOUS SHOPPEREye-tracking can make the difference
  19. 19. SEPARATE YOURSELF FROM THE CROWD VISIT VISIT US US 14 8

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