imotions - attention tool eye tracking software - methodologies
DESCRIPTION
Attention Tool® Methodology Examples (PDF): Presentation that features how to apply and interpret Attention Tool® Analysis Platform in 4 different scenarios. TV Ad, Packaging, Shelves and Print Ads.TRANSCRIPT
CONFIDENTIAL
EYE TRACKING / READING METRICS / EMOTION METRICS
BEYOND EYE TRACKING™
®
© iMotions - Emotion Technology A/S • Denmark, India, USA • www.imotionsglobal.com Redistribution is not permitted without written permission from iMotions. “iMotions’ trademarks” are registered trademarks of iMotions - Emotion Technology A/S in the US and EU. 1
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Spotlight HighlightEYE TRACKING METRICS
Questionnaire
PACKAGING / PRINT
EMOTION METRICS Emotional Activation
SHELF
Spotlight Highlight
EYE TRACKING METRICS
METHODOLOGY APPROACH - SAMPLES CASES
Cell BCell A
EYE TRACKING METRICS
Bee Swarm + Rubber Bands
EMOTION METRICS
Emotional Activation
?+TV
© iMotions - Emotion Technology A/S • Denmark, India, USA • www.imotionsglobal.com Redistribution is not permitted without written permission from iMotions. “iMotions’ trademarks” are registered trademarks of iMotions - Emotion Technology A/S in the US and EU.
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METHODOLOGY APPROACH - TV ADVERTISEMENTEYE TRACKING / READING METRICS / EMOTION METRICS
BEYOND EYE TRACKING™
®
CONFIDENTIAL
EYE TRACKING / READING METRICS / EMOTION METRICS
BEYOND EYE TRACKING™
®
© iMotions - Emotion Technology A/S • Denmark, India, USA • www.imotionsglobal.com Redistribution is not permitted without written permission from iMotions. “iMotions’ trademarks” are registered trademarks of iMotions - Emotion Technology A/S in the US and EU.
Case:You have a 30 secs. TV Ad which you want to edit to a 15 second Ad. Which scenes should I keep? Should I change the ending? Can I do something to enhance my branding?, etc...
Methodology: Attention Tool® + Questionnaire
Representative frame of each scene 30 second TV Ad
Cell A: 60 people each (30 M / 30 F) / Young & Old Cell B: 60 people each (30 M / 30 F) / Young & Old
Cell BCell A
EYE TRACKING METRICS
Bee Swarm + Rubber Bands
EMOTION METRICS
Emotional Activation
3
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Target segment
METHODOLOGY APPROACH - TV ADVERTISEMENT ANALYSIS
CONFIDENTIAL
EYE TRACKING / READING METRICS / EMOTION METRICS
BEYOND EYE TRACKING™
®
© iMotions - Emotion Technology A/S • Denmark, India, USA • www.imotionsglobal.com Redistribution is not permitted without written permission from iMotions. “iMotions’ trademarks” are registered trademarks of iMotions - Emotion Technology A/S in the US and EU.
Product feature and seen
Product feature and not seen
Product not feature
more than 75%
between 50% & 75%
between 25% & 50%
Males FemalesEYE TRACKING METRICS: Bee Swarm - Rubber Bands
NEW
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METHODOLOGY APPROACH - TV ADVERTISEMENT ANALYSIS
CONFIDENTIAL
EYE TRACKING / READING METRICS / EMOTION METRICS
BEYOND EYE TRACKING™
®
© iMotions - Emotion Technology A/S • Denmark, India, USA • www.imotionsglobal.com Redistribution is not permitted without written permission from iMotions. “iMotions’ trademarks” are registered trademarks of iMotions - Emotion Technology A/S in the US and EU.
% Total viewers
25%
50%
75%
-- - - -Branding
Attention
EYE TRACKING METRICS: Bee Swarm - Rubber Bands
NEW
9
8
7
6
5
4
3
2
1
Arousal
Males Females
EMOTION METRICS: Emotional Activation Curve
This graph states the Arousal level each scene produces with the consumer
Product seen / not seen
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METHODOLOGY APPROACH - TV ADVERTISEMENT ANALYSIS
? Cognitive Interpretation
CONFIDENTIAL
EYE TRACKING / READING METRICS / EMOTION METRICS
BEYOND EYE TRACKING™
®
© iMotions - Emotion Technology A/S • Denmark, India, USA • www.imotionsglobal.com Redistribution is not permitted without written permission from iMotions. “iMotions’ trademarks” are registered trademarks of iMotions - Emotion Technology A/S in the US and EU.
Answers to the Questionnaire: Which brand was shown in the Ad?Young: 39% Stimorol & 58% V6 / Old: 19% Stimorol & 73% V6(Cognitive analysis supports that the brand is not being noticed in the ad.)
Conclusions / Learnings:
‣ The Ad movie works well emotionally but it does not achieve to expose the product / brand properly and benefit from the “high” emotional activation. This is also confirmed by the low recall rate especially with the “Young” segment.
‣ Use the woman ability to create emotional activation to grab attention as she generates considerable more emotional activation than the man.
‣ Capitalize when the product is in touch or on top of the main characters (man & woman) as it is only then it gets exposure, otherwise it is not seen.
‣ The people and their faces get the attention of the respondent, not the rest, including the “flying bubbles”.
‣ The “flying bubbles” are basically not seen throughout the ad. They distribute the attention of the respondent preventing the attention on the main messages.
‣ The shot of the inside of the chewing gum (frame 3) gets the lowest Emotional Involvement of all the ad.
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METHODOLOGY APPROACH - TV ADVERTISEMENT ANALYSIS
© iMotions - Emotion Technology A/S • Denmark, India, USA • www.imotionsglobal.com Redistribution is not permitted without written permission from iMotions. “iMotions’ trademarks” are registered trademarks of iMotions - Emotion Technology A/S in the US and EU.
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METHODOLOGY APPROACH - PACKAGINGEYE TRACKING / READING METRICS / EMOTION METRICS
BEYOND EYE TRACKING™
®
CONFIDENTIAL
EYE TRACKING / READING METRICS / EMOTION METRICS
BEYOND EYE TRACKING™
®
© iMotions - Emotion Technology A/S • Denmark, India, USA • www.imotionsglobal.com Redistribution is not permitted without written permission from iMotions. “iMotions’ trademarks” are registered trademarks of iMotions - Emotion Technology A/S in the US and EU.
Background & ObjectivesYou have 5 different package designs of a new product and you want to choose which one to launch to market.Methodology: Attention Tool® + Questionnaire
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METHODOLOGY APPROACH - PACKAGING
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Spotlight HighlightEYE TRACKING METRICS
Questionnaire
EMOTION METRICS Emotional Activation
Shelf testing
Target segment
Cell: 60 people (30 M / 30 F)
5 New Packaging Proposals
CONFIDENTIAL
EYE TRACKING / READING METRICS / EMOTION METRICS
BEYOND EYE TRACKING™
®
© iMotions - Emotion Technology A/S • Denmark, India, USA • www.imotionsglobal.com Redistribution is not permitted without written permission from iMotions. “iMotions’ trademarks” are registered trademarks of iMotions - Emotion Technology A/S in the US and EU.
1. Emotional Activation (Arousal) = Stopping power / Ability to grab attention
5 New Packaging Proposals
to next step
Hardware setuo
When you check the Emotional Activation results you do not have to pick the “winner” but rather take out the “losers” (those ones that got the lowest Emotional Activation). You might thus take out the 2-3 weakest packaging proposals and keep the ones with “Stopping power” or ability to grab attention.
✓- - - ✓
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METHODOLOGY APPROACH - PACKAGING
CONFIDENTIAL
EYE TRACKING / READING METRICS / EMOTION METRICS
BEYOND EYE TRACKING™
®
© iMotions - Emotion Technology A/S • Denmark, India, USA • www.imotionsglobal.com Redistribution is not permitted without written permission from iMotions. “iMotions’ trademarks” are registered trademarks of iMotions - Emotion Technology A/S in the US and EU.
2.a Eye Tracking (Spotlight) = Branding & Communication measurement / Individual analysis
a. Comparison Analysis: To know what is holding the attention of the consumer in the packaging proposals (the product, logo, product name, ingredients, slogan, benefits etc..,) in which order and for how long. Based on what the brand wants to prioritize, you can quickly see which proposal communicates the core messages & claims in the most efficient way.
Tropical (T) Watermelon (W)
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METHODOLOGY APPROACH - PACKAGING
CONFIDENTIAL
EYE TRACKING / READING METRICS / EMOTION METRICS
BEYOND EYE TRACKING™
®
© iMotions - Emotion Technology A/S • Denmark, India, USA • www.imotionsglobal.com Redistribution is not permitted without written permission from iMotions. “iMotions’ trademarks” are registered trademarks of iMotions - Emotion Technology A/S in the US and EU.
HIGHLIGHTS T (Time spent) W (Time spent) T (View order) W (View order)
Stimorol 5% 5% 7 2
Senses 22% 28% 1 1
Enjoy the experience 7% X 2 X
Flavor 6% 9% 6 3
New 3% 5% 4 4
Piece of Gum 12% X 3 X
14 gums 4%8%
55
Sugar free (gum) 6%8%
85
2.a Eye Tracking (Highlight) = Branding & Communication measurement / Individual analysis
Tropical (T) Watermelon (W)
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METHODOLOGY APPROACH - PACKAGING
CONFIDENTIAL
EYE TRACKING / READING METRICS / EMOTION METRICS
BEYOND EYE TRACKING™
®
© iMotions - Emotion Technology A/S • Denmark, India, USA • www.imotionsglobal.com Redistribution is not permitted without written permission from iMotions. “iMotions’ trademarks” are registered trademarks of iMotions - Emotion Technology A/S in the US and EU.
b. Shelf Analysis: To know which proposal has better characteristics as a packaging system in order to break out of the competitive clutter. These proposals will have a better change to be noticed, thus to be purchased.
NOTE: This shelf example does not correspond with the packages in focus.
Spotlight analysis Highlight analysis Hardware setup
2.b Eye Tracking (Spotlight & Highlight) = Branding & Communication measurement / Shelf analysis
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METHODOLOGY APPROACH - PACKAGING
CONFIDENTIAL
EYE TRACKING / READING METRICS / EMOTION METRICS
BEYOND EYE TRACKING™
®
© iMotions - Emotion Technology A/S • Denmark, India, USA • www.imotionsglobal.com Redistribution is not permitted without written permission from iMotions. “iMotions’ trademarks” are registered trademarks of iMotions - Emotion Technology A/S in the US and EU.
3. Questionnaire = Cognitive interpretation of the package
This step will give you insights to what the consumer thinks consciously about the specific packages.
?Questions about:
Recall Brand familiarity
Brand associations Purchase intent
Perceived quality
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METHODOLOGY APPROACH - PACKAGING
CONFIDENTIAL
EYE TRACKING / READING METRICS / EMOTION METRICS
BEYOND EYE TRACKING™
®
© iMotions - Emotion Technology A/S • Denmark, India, USA • www.imotionsglobal.com Redistribution is not permitted without written permission from iMotions. “iMotions’ trademarks” are registered trademarks of iMotions - Emotion Technology A/S in the US and EU.
=
Emotional Activation (Arousal) = Stopping power / Ability to grab attention
Eye Tracking (Spotlight & Highlight) = Branding & Communication measurement(Individual Analysis & Shelf Analysis)
Questionnaire = Cognitive interpretation of the package
Adding up these 3 analysis, brands have clear and robust data from the non conscious to the purely cognitive interpretation to choose the packaging proposal with most chances to succeed in the market.
Winning Packaging Proposal
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For case studies go to http://www.imotionsglobal.com/Case+Study
The Watermelon package is better than the Tropical package:
‣ Better branding
‣ Better hierarchy of brand communication elements
‣ Better distribution / order of brand communication elements
‣ Higher emotional activation / stopping power
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METHODOLOGY APPROACH - PACKAGING
© iMotions - Emotion Technology A/S • Denmark, India, USA • www.imotionsglobal.com Redistribution is not permitted without written permission from iMotions. “iMotions’ trademarks” are registered trademarks of iMotions - Emotion Technology A/S in the US and EU.
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METHODOLOGY APPROACH - PRINT ADVERTISEMENTEYE TRACKING / READING METRICS / EMOTION METRICS
BEYOND EYE TRACKING™
®
CONFIDENTIAL
EYE TRACKING / READING METRICS / EMOTION METRICS
BEYOND EYE TRACKING™
®
© iMotions - Emotion Technology A/S • Denmark, India, USA • www.imotionsglobal.com Redistribution is not permitted without written permission from iMotions. “iMotions’ trademarks” are registered trademarks of iMotions - Emotion Technology A/S in the US and EU. 16
Background & ObjectivesYou have 5 different art direction proposals for your new campaign and you want to know which is the strongest option. You can also pin point which ones to implement to your different target segments.
Methodology: Attention Tool® + Questionnaire
METRICS
1. EMOTION METRICS (Emotional Activation)a. Arousal = Stopping power / Ability to grab attentionb. Comparative Matrix
2. EYE TRACKING METRICS (Spotlight & Highlight) = Branding & Communication measurement
3. Questionnaire = Cognitive interpretation of the package
= Winning Proposal
Target segment
Cell: 60 people (30 M / 30 F)
METHODOLOGY APPROACH - PRINT ADVERTISEMENT
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Spotlight HighlightEYE TRACKING METRICS
Questionnaire
EMOTION METRICS Emotional Activation
CONFIDENTIAL
EYE TRACKING / READING METRICS / EMOTION METRICS
BEYOND EYE TRACKING™
®
© iMotions - Emotion Technology A/S • Denmark, India, USA • www.imotionsglobal.com Redistribution is not permitted without written permission from iMotions. “iMotions’ trademarks” are registered trademarks of iMotions - Emotion Technology A/S in the US and EU.
PARIS = 3.7 RIO = 4.0 FIJI = 4.7 IBIZA = 1.4 MILAN = 5.5
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to next step
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When you check the results you do not have to pick the “winner” but rather take out the “losers” (those ones that got the lowest Arousal). You might thus take out the 2-3 weakest ad proposals. Sometimes it is difficult to know which ones to choose as they may appear to be very similar. Then go to the Comparative Matrix.
✓- - ✓
1.a Emotional Activation (Arousal) = Stopping power / Ability to grab attention
METHODOLOGY APPROACH - PRINT ADVERTISEMENT
CONFIDENTIAL
EYE TRACKING / READING METRICS / EMOTION METRICS
BEYOND EYE TRACKING™
®
© iMotions - Emotion Technology A/S • Denmark, India, USA • www.imotionsglobal.com Redistribution is not permitted without written permission from iMotions. “iMotions’ trademarks” are registered trademarks of iMotions - Emotion Technology A/S in the US and EU. 18
This matrix facilitates the selection of the stimuli by telling if they are significantly different or not among each other. The matrix is telling us that “MILAN” (being the strongest proposal emotionally) is only significantly similar with “FIJI”, thus these 2 proposals are the “winners” and will go to the next step.
Pairwise Comparison Matrix
60_PARIS 50_RIO 54_FIJI 56_IBIZA 59_MILAN
60_PARIS H0 accepted H0 accepted H0 accepted H0 rejected H0 rejected
50_RIO H0 accepted H0 accepted H0 accepted H0 rejected H0 rejected
54_FIJI H0 accepted H0 accepted H0 accepted H0 rejected H0 accepted
56_IBIZA H0 rejected H0 rejected H0 rejected H0 accepted H0 rejected
59_MILAN H0 rejected H0 rejected H0 accepted H0 rejected H0 accepted
H0 accepted = similar to each otherH0 rejected = significantly different
PARIS = 3.7 RIO = 4.0 FIJI = 4.7 IBIZA = 1.4 MILAN = 5.5
✓ ✓-
1.b Emotional Activation (Arousal); Comparison Matrix
METHODOLOGY APPROACH - PRINT ADVERTISEMENT
CONFIDENTIAL
EYE TRACKING / READING METRICS / EMOTION METRICS
BEYOND EYE TRACKING™
®
© iMotions - Emotion Technology A/S • Denmark, India, USA • www.imotionsglobal.com Redistribution is not permitted without written permission from iMotions. “iMotions’ trademarks” are registered trademarks of iMotions - Emotion Technology A/S in the US and EU. 19
What is important here, is to know if the consumers look at the product / service, logo, description, slogan, benefits etc. and how much do they do it. Based on what you want to prioritize, you can quickly see if the proposals have enough brand communication power and what they are lacking.
Spotlight analysis
Highlight analysis
TO NEXT STEP
Hardware setuo
METHODOLOGY APPROACH - PRINT ADVERTISEMENT
2. Eye Tracking (Spotlight & Highlight) = Branding & Communication measurement
CONFIDENTIAL
EYE TRACKING / READING METRICS / EMOTION METRICS
BEYOND EYE TRACKING™
®
© iMotions - Emotion Technology A/S • Denmark, India, USA • www.imotionsglobal.com Redistribution is not permitted without written permission from iMotions. “iMotions’ trademarks” are registered trademarks of iMotions - Emotion Technology A/S in the US and EU.
3. Questionnaire = Cognitive interpretation of the package
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This step will give you insights to what the consumers think consciously about the specific ads.
?Questions about:
Recall Brand familiarity
Brand associations Purchase intent
Perceived quality
METHODOLOGY APPROACH - PRINT ADVERTISEMENT
?
✓Cognitively, the respondents prefer to be pampered than to go shopping.
CONFIDENTIAL
EYE TRACKING / READING METRICS / EMOTION METRICS
BEYOND EYE TRACKING™
®
© iMotions - Emotion Technology A/S • Denmark, India, USA • www.imotionsglobal.com Redistribution is not permitted without written permission from iMotions. “iMotions’ trademarks” are registered trademarks of iMotions - Emotion Technology A/S in the US and EU. 21
METHODOLOGY APPROACH - PRINT ADVERTISEMENT
=
Emotional Activation (Arousal & Comparative Matrix) = Stopping power / Ability to grab attention
Eye Tracking (Spotlight & Highlight) = Branding & Communication measurement
Questionnaire = Cognitive interpretation of the package
Adding up these 3 analysis, brands have clear and robust data from the non conscious to the purely cognitive interpretation to choose the advertisement proposal which communicates best.
Winning Advertisement Proposal
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For case studies go to http://www.imotionsglobal.com/Case+Study
© iMotions - Emotion Technology A/S • Denmark, India, USA • www.imotionsglobal.com Redistribution is not permitted without written permission from iMotions. “iMotions’ trademarks” are registered trademarks of iMotions - Emotion Technology A/S in the US and EU.
CONFIDENTIAL
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METHODOLOGY APPROACH - SHELVE / SPACE MANAGEMENTEYE TRACKING / READING METRICS / EMOTION METRICS
BEYOND EYE TRACKING™
®
CONFIDENTIAL
EYE TRACKING / READING METRICS / EMOTION METRICS
BEYOND EYE TRACKING™
®
© iMotions - Emotion Technology A/S • Denmark, India, USA • www.imotionsglobal.com Redistribution is not permitted without written permission from iMotions. “iMotions’ trademarks” are registered trademarks of iMotions - Emotion Technology A/S in the US and EU. 23
METHODOLOGY APPROACH - SHELVE / SPACE MANAGEMENT
Background & ObjectivesYou want to know the optimal space arrangement for 2 groups of products in the same shelf. How do I maximize my exposure?NOTE: This methodology can be used for all type of shelve, display and POS space management and to evaluate new packaging system proposals.
Methodology: Attention Tool® + Questionnaire
“Configuration 1”: Fusion group of products on Top shelf “Configuration 2”: V6 group of products on Top shelf
Cell A: 60 people each (30 M / 30 F) Cell B: 60 people each (30 M / 30 F)
Spotlight Highlight
EYE TRACKING METRICS
Spotlight Highlight
EYE TRACKING METRICS
EYE TRACKING METRICS (Spotlight & Highlight) = Branding & Communication measurement
Target segment
CONFIDENTIAL
EYE TRACKING / READING METRICS / EMOTION METRICS
BEYOND EYE TRACKING™
®
© iMotions - Emotion Technology A/S • Denmark, India, USA • www.imotionsglobal.com Redistribution is not permitted without written permission from iMotions. “iMotions’ trademarks” are registered trademarks of iMotions - Emotion Technology A/S in the US and EU.
Highlight
HIGHLIGHTS Fusion at the top (Time spent)
V6 at the top (Time spent)
Top Shelf 15% 12%
Middle Shelf 10% 11%
Discount Divider X 4%
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METHODOLOGY APPROACH - SHELVE / SPACE MANAGEMENT
Spotlight
Answer:
You maximize your exposure by placing the “Round” group of products in the Top shelf and the “Squared” group of products in the Middle shelf.
Insight:
Discount groceries divider gets attention & is looked at by approximately 75% of the respondents.
EYE TRACKING SOLUTIONS
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iMotions is a high-tech development company specialized in eye tracking software and services.
We develop Attention Tool®, which is the most robust eye tracking software platform for Market Research and Usability in the World.
Our leading eye tracking technology is proven and have several patents pending on emotion measurements and reading pattern recognition, which make is unique. We are a step ahead of all other eye tracking softwares by providing not only eye tracking, but a new way of measuring consumer behavior in a 100% non intrusive way.
iMotions offers a World-wide full eye tracking solution with Attention Tool® to Marketers, Market Researchers, Media and Advertising Agencies, Universities, etc...You can license the software with different models to fit your specific needs. We develop R&D projects for custom feature creation or further exploration of our technology. We also provide market research services and have a vast data collection network available with Attention Tool in US.
Our headquarters are in Copenhagen, Denmark. We have offices in India and have resellers representation in UK, Australia and Latin America.
Some of our clients are: P&G, Nestle, Carlsberg, Kraft, Millward Brown and market research companies in 20 countries around the World.
Check more on www.imotionsglobal.com