cooltool neurolab eye tracking testing
TRANSCRIPT
CoolToolNeuroLabNEW!
NLsolu9on:
• CombinesEyeTracking,EEGandEmo9onsrecogni9onsolu.onsinonecloud!
• Fullyintegratedintoyouronlinesurvey!• Synchronizesandcross-referencesalldatainareal-.me!• Perfectforanys.muli-image,video,shelf,livewebsite!• Deliversinsightonconsumerreac.onfromeverysecondofs.mulites.ng!
CoolToolNeuroLab(NL)isawaytogetdeeperinsightstoconsumerbehavior.
NL(ET+EEG+Emo.ons)–videotes.ng
NL(ET+EEG+Emo.ons)–websitetes.ng
NLresults:
• Full-scalevisualiza.onofdatafromETtestandsta.s.cs.• ComprehensiveEEGdataonaKen.onandmedia.on.• Emo.onsmeasurementwithin8emo.onalstates-Happiness,Surprise,
Neutral,Contempt,Sadness,Fear,Disgust,Anger.• Sta.s.csandvisualiza.onsonareasofinterestyou’veselected.• Cross-referenceddatafromsurveyandNL.
CoolToolNeuroLab:Visualiza9onNEW!
NL(ET+EEG+Emo.ons)–videotes.ng
MINIONSisatrademarkofUniversalCityStudiosLLC
ClickthelinktowatchCoolToolNeuroLabinac9on:hGps://youtu.be/MZf8KgaHA50
WhyEyeTracking?
Fromra9onaltoemo9onal
• Changes in the modern dynamic world also affect the way consumersbehave.There isadefiniteshiW fromara9onal choice toemo9onal, fromconsciousdecision-makingtosubconscious.
• Branding,packagingandemo.onalconnec.ontothebrandnowmorethanever influence consumer behavior and hence the product. Decision topurchase the product is oWen taken right at the shelf, where differentproductsarecompe.ngforgeZngconsumer’saKen.on.
Theroleofneuromarke9ng
Askingdirectques.ons isno longerenoughtounderstandwhat isworkingforaconsumerandwhat isnot.
• Neuromarke9ngandsuchbiometricstudiesasEyeTracking(ET)solvethisproblembyprovidingdatathatisinaccessiblewiththemeansofasimplesurvey.
EyeTracker• isacomplexdevicethatgivesa
simple,butaveryusefulresult–welearnwhen,forhowlongandwhereconsumerislooking.
• inotherwords,EyeTrackerallowsyoutoseethroughtheeyesofaconsumerandtoanalyzeobtaineddataalongwithsurveyresults.
WhatisanEyeTracker?
CoolToolEyeTracking.Newgenera9onofonlinesurveys.
CoolToolEyeTrackingisanETsolu.onintegratedintotheonlinesurvey,whichyoualreadyknowhowtosetup.
Createaques.onnairewithETques.on(s)–testanimage,website,
shelforavideo
Startyoursurveyandcollectresultsinareal-.me
Getresultsinaformofvisualiza.ons,sta.s.csandautoma.callygenerated
presenta.ons
1 2 3
UsingCoolToolETwillhelptoanswermanyques9ons:
• Howeffec.veareadver.singmaterials?
• Howappealingisproductpackaging?
• Whichadver.sing/packagingelementsworkandwhichdon’t?
• Howcanadver.sing/packagingelementsbeimprovedtobecomemoreeffec.ve?
• Doesbrandingworkasplanned?
• WhataKractsconsumeraKen.onthemost/least?
• Isproductvisibleinacompe..veenvironment?
• Inwhichorderconsumerlooksatelements/products?
• Whicharrangementofelements/productsisthemostcompelling?
TasksforETprojects
Printedmaterials/adver9sement
Outdooradver9sement
Productplacementontheshelf
Productpackaging/design
Websiteusability,webpagelayout
Commercialsandvideos
WhatcanyoutestwithCoolToolET?
CoolToolETforPrintedandOutdoorAdver9sement
Applica9onsofEyeTrackinginadver9sementtes9ng:• Measurevisibilityofadver.sementinacompe..veenvironment.Themore
no.ceableisyouradver.sementthemorejus.fiedareyourinvestmentsinmedia.
• Studyeffec.venessofcertainelementsintheadver.sement(maincharacter,message,product).
• Assessbrandingplacementanditseffec.venessinyouradver.sement.• Evaluateeffec.venessofadver.singelementsduringthefirstshortcontact
andthesubsequentlongercontact.
Thisway,unlikeinanordinarysurvey,weobtainacomplexassessmentofadseffec.venessalongwiththeexplana.onofhoweachelementworks.Thisapproachallowstogiveprac.calrecommenda.onsonhowtoincreaseefficiencyofadver.sement.
Howitworks:wesimulateasitua0onofaconsumercontactwithanadbyshowingthelayoutofthemediaoroutdooradver0sement–eyetrackingques0on;thenrespondentisaskedasetofques0onsthathelpstounderstandhowtheadwasperceived.
ETtestvisualiza.on(Gazeplot)
ETtestvisualiza.on(Heatmap)
CoolToolETforProductPackaging/Design
Applica9onsofEyeTrackinginproductpackaging/designtes9ng:• Appraisetheexis.ngproductporeolio(whichSKUsworkbest/worstofall,
whichSKUsaKractthemost/lestaKen.onontheshelf).• Determineefficiencyofelementsonthepackage(messages,product
descrip.on,labels,etc.).• Checkeffec.venessofbrandingelementsonthepackage.
Thisway,eyetrackingallowstoimproveno.ceabilityandincreasepreferenceofyourproduct,whenplacedonashelfnexttootherproducts.Furthermore,eyetrackingallowsyoutoop.mizeeffec.venessofseparateelementsofproductpackaging/design.
ETtestvisualiza.on(Gazeplot)
Howitworks:wevisualizeashelfwithproductsplacedinarandomizedorder(tooffsettheeffectofashelfinthestore).Then,youcanshowaclose-upofacertainpackageand/oraskasetofques0onstounderstandhowthepackaging/designisperceived.
ETshelftestvisualiza.on(Heatmap)
CoolToolETforCommercial/Video
Applica9onsofEyeTrackingincommercial/videotes9ng:• Iden.fythemostappealingelementsinthevideo(crea.veelementswhich
getthemostaKen.onfromaconsumer).• Understandhowconsumer’saKen.onisscaKeredineachscene.• Measuretheeffec.venessofproductplacement.• Measuretheeffec.venessofyourkeymessage.• Measuretheeffec.venessofbrandingelementsinthevideo.• Iden.fy"blindspots”intheplot.• Establishhowappealingisthemaincharacterofthevideo.
Thiswayeyetrackingallowstogiveprac.calrecommenda.onstoimprovethecommercial/videoandfulfilltheobjec.veofthecommercial.ET,unlikepollingmethods,takesintoaccountanemo.onalresponseandanactualbehaviorofaconsumerduringtheplayback.
Howitworks:demonstrateavideoorasetofvideosuploadedtoaques0onnaire,thenaskrespondentsasetofques0onsonpercep0onofthevideo.Datafrombothmethodswillbecross-referencedandresultswillappearinaformofvisualiza0ons(highligh0ngelementsthatgrabbedmostofconsumers’aIen0oninthevideo)andsta0s0cs(e.g.howmanyconsumersno0cedadver0sedproduct).
ETvideotestvisualiza.on(Beeswarm)
CoolToolETforWebsites
Applica9onsofEyeTrackinginwebsitestes9ng:• Iden.fyeffec.venaviga.onelements.• Pinpointinefficientorredundantnaviga.onelements.• Findwhichnaviga.oncontrolspreventusersfromfindinginforma.onor
comple.ngtasks.• Selectthemosteffec.velayoutforyourwebsite.• Measuretheefficiencyofcertainwebsiteunits.• Measuretheefficiencyofmarke.ngcommunica.onanditscomponentsat
thewebsite.
Thisway,eyetrackingallowstoanalyzeawebsiteobservinganactualbehaviorofaconsumerinareal-lifeseZng.EThelpstoop.mizethewebsitebymakingitmoreuser-friendly.ETgrowsyoursalesonyourwebsitebyincreasingtheconversionrate.
Howitworks:layout/screenshotofthewebsiteoralivewebsiteisdemonstratedtotheuser,userisaskedtoperformasimpletask(e.g.,findthepriceoftheproduct).ETfixates0me,eyemovementsequence,aswellascursormovementsequenceandclicks.
ETtestvisualiza.on(Gazeplot)
CoolToolET:Output
ETdatavisualiza9on:• Heatmap• Opacitymap• Gazeplot
ETdatasta9s9cs:• Timetofirstfixa.on• Fixa.oncount• Fixa.ondura.on• Fixa.onpar.cipantscount• Observa.oncount• Observa.ondura.on
CoolToolEyeTrackinggetsyoumoreinsigh\uldataanalysissinceitcombinesandcross-referencesdatafromEyeTracking(ET)andsurveydata:
1
2
3 Otherques9ons:• Tables• Charts
CoolToolET:Datavisualiza9onandsta9s9cs
ETtestvisualiza.on(Gazeplot)
ETtestvisualiza.on(Heatmap)
ETtestvisualiza.on(AreaofInterest)
ETtestvisualiza.on(OpacityMap)
ETteststa.s.cs(Chart)
Q2PepsiAdstest
ETteststa.s.cs(Table)
Q2PepsiAdstest
CoolToolET:Datavisualiza9on
HeatmapandOpacitymap
• HeatmapsandOpacitymapsaretwopowerfultoolstovisualizegazepaKernsofanen.regroupoffixa.ons.TheyrevealwhetherconsumerspaidaKen.ontotheproduct.
• Heatmapisthemaskof“hot"and"cold"spotslayeredonthetestedimage.Opacitymaplightsupthemost"hot"areas,whileotherareasareputintoshade.
• HeatmapandOpacitymaparebasedonsta.s.caldata-fixa.oncountsandfixa.ondura.on.
Gazeplot
• Gazeplotisaveryhandytoolusedtovisualizegazesequence.Itshowsyouwhatgrabbedconsumer’saKen.onfirst/last.
• Fixa.onsarevisualizedinaformofcircles,whicharedifferentindiameter.Thediameterdefinedbythedura.onoffixa.on.Thebiggerthediameter,thelongerthefixa.onlasted.
CoolToolET:Sta9s9cs
ETsta.s.csarebasedonareasofinterest(AOI).AOIaresetautoma.cally,butcanbeedited,asneeded.
Keysta9s9csforAOIanalysis
• Timetofirstfixa9onshowsinsecondshowlongbeforethefirstfixa.onintheAOIappearedfromthemomentthepicturewasshown.
• Fixa9oncountshowsthenumberof.mesrespondentgazedattheAOI.
• Fixa9ondura9onshowsinsecondshowlongthefixa.onintheAOIlasted.
• Fixa9onpar9cipantscountshowshowmanyrespondentsfixedtheirgazewithintheAOIatleastonce.
• Observa9oncountshowsthenumberofvisitsandre-visitstotheAOI.
• Observa9ondura9onshowsinsecondsthetotal.meforeachoftherespondent’sfixa.onswithintheAOI.
WhyuseCoolToolEyeTracking?
Efficiency
• Createprofessionalques.onnairesinaheartbeatorgetready-to-usesurveys
• UsenumerousETdevicessimultaneously• Completefieldworkinadayortwo
• Getreal-.meresults• Enjoyautomatedrepor.ng
• Auto-checkthequalityofcalibra.ononeachETdevice• Excludelowqualityinterviews,ifnecessary• Getreal-.mesta.s.caldatafromsurveys• Useauto-repor.ngtoeliminatethe‘humanerror’• Analyzedataprofoundly
• UsetrulyaffordableETdevices• SaveuponsoWware
• Saveuponunnecessaryextrahiresandtraining
Экономия
Quality
• Stylishandadap.veques.onnairedesigns• DownloadableETAppthatissimpletolaunch• Easy-to-setuphardware• Marketplacetofindprofessionals,whocanhelpwithyourproject
• Sharingop.onsandcustomizableaccessforcolleaguesandclients
Cost
Ease
CoolToolET:Prac9calExample
Ineffec9veadver9sement.What’sthereasonbehindit?
• Isitlowbrandrecogni.on?Ifyes,why?
• Isitadver.sementno.ceability?
• Isitlowrecogni.onofbrandingelements?
Brand&5& Brand&2& Brand&6& Brand&3&& Brand&7& Our&brand&
Brand&4& Brand&8& Brand&1&
Brand&recogni7on& Average&
1. Brandrecogni9on=>Yes,brandrecogni.onislow
2.Adver9sementno9ceability=>Adver.sementiswellseenwhenputnexttocompe.tor’sadver.sement
3.Brandingelement(logo)recogni9onvs.compe99on=>Poorrecogni.onduetouninteres.nglogo.Thiscauseslowbrandrecogni.on,makingadver.sementineffec.ve.
Problem
Catching
Involvement
Interest
Compe.tors’average-normOurbrandresults
LOGO
Solu9on
CoolToolET:Prac9calExample
• Bigresearchagency
• SoutheasternAsia
• 10devicesfor$299insteadofonefor$6,500
• Cloud-basedsolu.oninsteadofcomplicatedsoWware
Case Result
• Atleast3.mesless9mespentondataanalysis(dataavailableinreal-.me,notaWerdaysofprocessing).
• ReceivedbeGerinsightsbycross-referencingdatafromeyetrackingwithdatafromthesurvey.
• Increasedclientsa9sfac9onbygran.ngaccesstoresults,automatedreports,henceenablingqualityreassurance.
• Upto300%lessspentonequipment.
• Upto100%lessspentonsoWware.
• Reducedfieldworkcostsupto40%.
• Atleast5.mesless9mespentondatacollec.on(collectfieldin1dayinsteadof2weeks).