Вы находитесь на странице: 1из 24

CONFIDENTIAL

BEYOND EYE TRACKING™

®
METHODOLOGY APPROACH - SAMPLES CASES
EYE TRACKING / READING METRICS / EMOTION METRICS

EMOTION METRICS Emotional Activation

PACKAGING / PRINT
+ ?

Questionnaire

EYE TRACKING METRICS Spotlight Highlight

EMOTION METRICS EYE TRACKING METRICS

TV Cell A
Cell B + ?
Emotional Activation Bee Swarm + Rubber Bands

EYE TRACKING METRICS

SHELF

Spotlight Highlight

© iMotions - Emotion Technology A/S • Denmark, India, USA • sales@imotionsglobal.com • 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

Friday, January 22, 2010


CONFIDENTIAL
BEYOND EYE TRACKING™

®
METHODOLOGY APPROACH - TV ADVERTISEMENT ANALYSIS
EYE TRACKING / READING METRICS / EMOTION METRICS

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

EMOTION METRICS EYE TRACKING METRICS

Cell A
Cell B + ?
Emotional Activation Bee Swarm + Rubber Bands

Representative frame of each scene 30 second TV Ad

Target segment Cell A: 60 people each (30 M / 30 F) / Young & Old Cell B: 60 people each (30 M / 30 F) / Young & Old

© iMotions - Emotion Technology A/S • Denmark, India, USA • sales@imotionsglobal.com • 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

Friday, January 22, 2010


CONFIDENTIAL
BEYOND EYE TRACKING™

®
METHODOLOGY APPROACH - TV ADVERTISEMENT ANALYSIS
EYE TRACKING / READING METRICS / EMOTION METRICS

NEW Product feature and seen more than 75%


EYE TRACKING METRICS:
Product feature and not seen between 50% & 75% Males Females
Bee Swarm - Rubber Bands
Product not feature between 25% & 50%

© iMotions - Emotion Technology A/S • Denmark, India, USA • sales@imotionsglobal.com • 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

Friday, January 22, 2010


CONFIDENTIAL
BEYOND EYE TRACKING™

®
METHODOLOGY APPROACH - TV ADVERTISEMENT ANALYSIS
EYE TRACKING / READING METRICS / EMOTION METRICS

9
Males Females
8

EMOTION METRICS:
5
Emotional Activation Curve
This graph states the Arousal level 4
each scene produces with the consumer
3

Arousal

- - - - -
NEW
Branding
Product seen / not seen

EYE TRACKING METRICS:


Bee Swarm - Rubber Bands

75%

Attention
% Total viewers
50%

25%

? Cognitive Interpretation

© iMotions - Emotion Technology A/S • Denmark, India, USA • sales@imotionsglobal.com • 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.
4

Friday, January 22, 2010


CONFIDENTIAL
BEYOND EYE TRACKING™

®
METHODOLOGY APPROACH - TV ADVERTISEMENT ANALYSIS
EYE TRACKING / READING METRICS / EMOTION METRICS

Answers to the Questionnaire: Which brand was shown in the Ad?


Young: 39 % Stimorol & 58% V6 / Old: 19% Stimorol & 73% V6
(Cognitive support 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 specially with the “Young” segment.

‣ Use the woman’s 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 when the
product get 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.

© iMotions - Emotion Technology A/S • Denmark, India, USA • sales@imotionsglobal.com • 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.
5

Friday, January 22, 2010


CONFIDENTIAL

BEYOND EYE TRACKING™

®
METHODOLOGY APPROACH - PACKAGING
EYE TRACKING / READING METRICS / EMOTION METRICS

© iMotions - Emotion Technology A/S • Denmark, India, USA • sales@imotionsglobal.com • 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.
6

Friday, January 22, 2010


CONFIDENTIAL
BEYOND EYE TRACKING™

®
METHODOLOGY APPROACH - PACKAGING
EYE TRACKING / READING METRICS / EMOTION METRICS

Background & Objectives


You have 5 different package design of a new product and you want to choose which one to launch to market.
Methodology: Attention Tool® + Questionnaire

EMOTION METRICS Emotional Activation

+ ?
Target segment
Cell: 60 people (30 M / 30 F)
Questionnaire

Shelf testing EYE TRACKING METRICS Spotlight Highlight

5 New Packaging Proposals

© iMotions - Emotion Technology A/S • Denmark, India, USA • sales@imotionsglobal.com • 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.
7

Friday, January 22, 2010


CONFIDENTIAL
BEYOND EYE TRACKING™

®
METHODOLOGY APPROACH - PACKAGING
EYE TRACKING / READING METRICS / EMOTION METRICS

1. Emotional Activation (Arousal) = Stopping power / Ability to grab attention

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). So you might take out the 2-3 weakest packaging proposals. Keep the ones with “Stopping power” or
ability to grab attention.

5 New Packaging Proposals

Hardware setuo

- ✓ - - ✓
to next step

© iMotions - Emotion Technology A/S • Denmark, India, USA • sales@imotionsglobal.com • 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.
8

Friday, January 22, 2010


CONFIDENTIAL
BEYOND EYE TRACKING™

®
METHODOLOGY APPROACH - PACKAGING
EYE TRACKING / READING METRICS / EMOTION METRICS

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 better communicates the core messages & claims.

Tropical (T) Watermelon (W)

© iMotions - Emotion Technology A/S • Denmark, India, USA • sales@imotionsglobal.com • 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.
9

Friday, January 22, 2010


CONFIDENTIAL
BEYOND EYE TRACKING™

®
METHODOLOGY APPROACH - PACKAGING
EYE TRACKING / READING METRICS / EMOTION METRICS

2.a Eye Tracking (Highlight) = Branding & Communication measurement / Individual analysis

Tropical (T) Watermelon (W)

HIGHLIGHTS T (Time spent) W (Time spent) T (View order) W (Time spent)


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% 5
8% 5
Sugar free (gum) 6% 8

© iMotions - Emotion Technology A/S • Denmark, India, USA • sales@imotionsglobal.com • 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.
10

Friday, January 22, 2010


CONFIDENTIAL
BEYOND EYE TRACKING™

®
METHODOLOGY APPROACH - PACKAGING
EYE TRACKING / READING METRICS / EMOTION METRICS

2.b Eye Tracking (Spotlight & Highlight) = Branding & Communication measurement / Shelf analysis

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

© iMotions - Emotion Technology A/S • Denmark, India, USA • sales@imotionsglobal.com • 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.
11

Friday, January 22, 2010


CONFIDENTIAL
BEYOND EYE TRACKING™

®
METHODOLOGY APPROACH - PACKAGING
EYE TRACKING / READING METRICS / EMOTION METRICS

? 3. Questionnaire = Cognitive interpretation of the package

This step will give you insights to what the consumer think consciously about the specific packages.

Questions about:

?
Recall
Brand familiarity
Brand associations
Purchase intent
Perceived quality

© iMotions - Emotion Technology A/S • Denmark, India, USA • sales@imotionsglobal.com • 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.
12

Friday, January 22, 2010


CONFIDENTIAL
BEYOND EYE TRACKING™

®
METHODOLOGY APPROACH - PACKAGING
EYE TRACKING / READING METRICS / EMOTION METRICS

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 to choose the packaging proposal with most chances to succeed in the market.

Winning Packaging Proposal

The Watermelon package is better than the Tropical one:


‣ Better branding
‣ Better hierarchy of brand communication elements
‣ Better distribution / order of brand communication elements
‣ Higher emotional activation / stopping power

For case studies go to http://www.imotionsglobal.com/Case+Study

© iMotions - Emotion Technology A/S • Denmark, India, USA • sales@imotionsglobal.com • 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.
13

Friday, January 22, 2010


CONFIDENTIAL

BEYOND EYE TRACKING™

®
METHODOLOGY APPROACH - PRINT ADVERTISEMENT
EYE TRACKING / READING METRICS / EMOTION METRICS

© iMotions - Emotion Technology A/S • Denmark, India, USA • sales@imotionsglobal.com • 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.
14

Friday, January 22, 2010


CONFIDENTIAL
BEYOND EYE TRACKING™

®
METHODOLOGY APPROACH - PRINT ADVERTISEMENT
EYE TRACKING / READING METRICS / EMOTION METRICS

Background & Objectives


You have 5 different art direction proposal 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

EMOTION METRICS Emotional Activation

Target segment
Cell: 60 people (30 M / 30 F)
+ ?

Questionnaire

EYE TRACKING METRICS Spotlight Highlight

1. EMOTION METRICS (Emotional Activation)


a. Arousal = Stopping power / Ability to grab attention
b. Comparative Matrix

METRICS 2. EYE TRACKING METRICS (Spotlight & Highlight) = Branding & Communication measurement

3. Questionnaire = Cognitive interpretation of the package

= Winning Proposal

© iMotions - Emotion Technology A/S • Denmark, India, USA • sales@imotionsglobal.com • 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.
15

Friday, January 22, 2010


CONFIDENTIAL
BEYOND EYE TRACKING™

®
METHODOLOGY APPROACH - PRINT ADVERTISEMENT
EYE TRACKING / READING METRICS / EMOTION METRICS

1.a Emotional Activation (Arousal) = Stopping power / Ability to grab attention

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). So you might 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.

PARIS = 3.7 RIO = 4.0 FIJI = 4.7 IBIZA = 1.4 MILAN = 5.5

- ? ✓ - ✓

to next step

© iMotions - Emotion Technology A/S • Denmark, India, USA • sales@imotionsglobal.com • 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

Friday, January 22, 2010


CONFIDENTIAL
BEYOND EYE TRACKING™

®
METHODOLOGY APPROACH - PRINT ADVERTISEMENT
EYE TRACKING / READING METRICS / EMOTION METRICS

1.b Emotional Activation (Arousal); Comparison Matrix

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.

PARIS = 3.7 RIO = 4.0 FIJI = 4.7 IBIZA = 1.4 MILAN = 5.5

Pairwise Comparison Matrix


H0 accepted = similar to each other
- ✓ ✓
H0 rejected = significantly different
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

© iMotions - Emotion Technology A/S • Denmark, India, USA • sales@imotionsglobal.com • 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.
17

Friday, January 22, 2010


CONFIDENTIAL
BEYOND EYE TRACKING™

®
METHODOLOGY APPROACH - PRINT ADVERTISEMENT
EYE TRACKING / READING METRICS / EMOTION METRICS

2. Eye Tracking (Spotlight & Highlight) = Branding & Communication measurement

What is important here, is to know if the consumer 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

TO NEXT STEP

Hardware setuo

Highlight analysis

© iMotions - Emotion Technology A/S • Denmark, India, USA • sales@imotionsglobal.com • 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

Friday, January 22, 2010


CONFIDENTIAL
BEYOND EYE TRACKING™

®
METHODOLOGY APPROACH - PRINT ADVERTISEMENT
EYE TRACKING / READING METRICS / EMOTION METRICS

? 3. Questionnaire = Cognitive interpretation of the package

This step will give you insights to what the consumer think consciously about the specific ads.


Questions about:

?
Recall
Cognitively, the respondents prefer
Brand familiarity
to be pampered than to go shopping.
Brand associations
Purchase intent
Perceived quality

© iMotions - Emotion Technology A/S • Denmark, India, USA • sales@imotionsglobal.com • 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

Friday, January 22, 2010


CONFIDENTIAL
BEYOND EYE TRACKING™

®
METHODOLOGY APPROACH - PRINT ADVERTISEMENT
EYE TRACKING / READING METRICS / EMOTION METRICS

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 to choose the advertisement proposal which communicates best.

Winning Advertisement Proposal

For case studies go to http://www.imotionsglobal.com/Case+Study

© iMotions - Emotion Technology A/S • Denmark, India, USA • sales@imotionsglobal.com • 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.
20

Friday, January 22, 2010


CONFIDENTIAL

BEYOND EYE TRACKING™

®
METHODOLOGY APPROACH - SHELVE / SPACE MANAGEMENT
EYE TRACKING / READING METRICS / EMOTION METRICS

© iMotions - Emotion Technology A/S • Denmark, India, USA • sales@imotionsglobal.com • 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

Friday, January 22, 2010


CONFIDENTIAL
BEYOND EYE TRACKING™

®
METHODOLOGY APPROACH - SHELVE / SPACE MANAGEMENT
EYE TRACKING / READING METRICS / EMOTION METRICS

Background & Objectives


You 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

EYE TRACKING METRICS EYE TRACKING METRICS

Spotlight Highlight Spotlight Highlight

EYE TRACKING METRICS (Spotlight & Highlight) = Branding & Communication measurement

“Configuration 1”: Fusion group of products on Top shelf “Configuration 2”: V6 group of products on Top shelf

Target segment Cell A: 60 people each (30 M / 30 F) Cell B: 60 people each (30 M / 30 F)

© iMotions - Emotion Technology A/S • Denmark, India, USA • sales@imotionsglobal.com • 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.
22

Friday, January 22, 2010


CONFIDENTIAL
BEYOND EYE TRACKING™

®
METHODOLOGY APPROACH - SHELVE / SPACE MANAGEMENT
EYE TRACKING / READING METRICS / EMOTION METRICS

Highlight

Fusion at the top V6 at the top


HIGHLIGHTS
(Time spent) (Time spent)

Top Shelf 15% 12%

Middle Shelf 10% 11%

Discount Divider X 4%

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-Pris groceries divider is get


attention & is looked by approximately 75%
of the respondents.

© iMotions - Emotion Technology A/S • Denmark, India, USA • sales@imotionsglobal.com • 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

Friday, January 22, 2010


CONFIDENTIAL

THANKS FOR YOUR TIME!

For inquiries contact sales@imotionsglobal.com

www.imotionsglobal.com

iMotions - Emotion Technology A/S is a high tech company with HQ in Copenhagen DK.
We have created and developed a very robust technology with several patents on eye
tracking, reading patterns & pre-conscious emotional response measurements through
the interpretation of the reaction of the eye.

Thereby we are a step ahead any other eye tracking solution in the World.

© iMotions - Emotion Technology A/S • Denmark, India, USA • sales@imotionsglobal.com • 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.
24

Friday, January 22, 2010