DRAWING CONSUMER INSIGHTS THROUGH

EYE TRACKING ANALYSIS

Experiential Learning Assignment

Eye Tracking Study

Group 10: Marketing A

Diptadeep Das 42175

Ankit Agarwal 42129
Anisha Goel 42128
Harshraj Sejpal 42188
Varun Dave 42167
Abhijeet Mukherjee 42104

Under the Guidance of Dr. PREETHA MENON

BACKGROUND AND INSPIRATION
The advertisement industry in India is a global, multibillion-dollar business that connects
manufacturers and consumers. The biscuits and cookies advertisement industry rely heavily on
packaging and product posters for making maximum sales. These factors are most important
when customers are making impulse purchases while visiting a shop or retailer.
In order to make them more attractive, the companies use images of celebrities or influencers
to reach maximum audience. They also use discounts and bundle pricing and highlight them
using appropriate font size and colours. They also use attractive pictures of the products for
consumers who pay more attention to the features of the product.
For different kinds of industries, different parameters affect different products. In such cases,
understanding the crucial elements that are captured by the customer is important while making
the print media for such sale or event.

OBJECTIVES
We went through few objectives for discussing our project and studying in depth the consumer
behaviour for our experiment:
1) Understanding how deep discounts and banner presentation of the same, and how a
customer attraction gets captured
2) To understand the key areas in an advertisement which grabs the customer's attention
3) To understand the influence of celebrities on brand recall
4) To understand how attractive portrayal of products affects the viewer of the
advertisement
5) To understand how the Font Size helps in grabbing the attention and also help in the
brand recall.

METHODOLOGY
We conducted an eye-tracking study. We have taken study with the help of 8 people for this.
We have conducted the survey with respect to 6 images of different Biscuit and Cookie brands
and their advertisement. The advertisement poster contained Brand name, Biscuit or Cookie
name, nutritional health benefits, Brand Ambassador, Discount scheme, its ingredients, the
packaging and the action item where to purchase. The Advertisement Posters we chose are
Britannia, Sunfeast Dark Fantasy, Britannia Good day, Britannia Nutrichoice HiFibre, Cadbury
Oreo and McVities Digestive smartlite.
Each advertisement poster was divided into 4 or 5 Areas of Interest (AOI). Out of those 6
images, we mentioned the critical analysis of 2 images – The Britannia set of brands poster,
which also had a big discount label in the poster, and the sunfeast Dark Fantasy chocolate
cookies, which also has their Brand Ambassador in the poster. The remaining 4 image analysis
is shared in the folder with heat and gaze plot. Also, the excel sheet is shared where we have
analysed First Time to Fixation, Total Visit Time and Fixation Count for each image.
RESULTS OF THE STUDY
1) Based on the heat map responses of Dark Fantasy, it can be understood that the heat
intensity is concentrated on the attractive product name with a catchy tag line.
2) Based on gaze plot responses of Dark Fantasy, many viewers attention at first is focused
at the centre. Based on this observation, it can be beneficial to place catchy and
important elements of advertisement at the center.
3) Gaze plot also depicted that catchy tag line and brand ambassador also attracts
significant attention of the viewer.
4) According to heat map and gaze plot observations, the Vegetarian symbol did not attract
significant attention from viewer. One of possible reasons can be its placement and
another can be the size of symbol. It can also be understood that since biscuits sold in
India are pre dominantly vegetarian, so customers don’t pay much attention to veg/non
veg symbol on the cover or ads for biscuits.

5) Drawing the insights from the heat map and gaze map of Britannia Biscuits, it can be
understood that product image is not the sole area for high intensity of heat. The heat
intensity is concentrated on the offers and discounts displayed.

RESULTS FROM INTERVIEWS

After conducting in-depth interviews, we came to the following conclusions:
1. Around 50% of the people had brand recall because of the influence of celebrities like
Alia Bhatt and Ranbir Kapoor. This means that popular actors and actresses have a
major influence on people’s consumer behaviour in buying biscuits.
2. Around 35% paid more attention to the images of flowing chocolate or aesthetic images
of cookies. The type of images of the product influence the consumers who are more
concerned with the taste or feel of products.
3. Around 15% of the people paid more attention to the discounts and offers and features
of the product in images which highlighted these things. This means that font size of
these things affects the viewer’s decision to a great extent.