Eyeing the Consumer – Eye Tracking Case Stories

By Johanna Fyrbjörk, Tobii Technology, SwedenJohanna.fyrbjork@tobii.com

Tobii Technology Solid position as world leader in eye tracking/eye control! Continued rapid growth: Double revenue and employees

last years. Now approx. 200 people. Revenue growth of 11 256% from 2002-2006 Awards:

Fastest Growing Tech Company in Sweden The Electronics Company of the Year Winner of Microsoft’s Ingenuity Point Award

Offices in Sweden, Japan, US, Germany, Australia and Norway.

First eye control computer MyTobii P10

2001 2003 2004 2005 2006

Tobii founded

First sold system

First product, Tobii ET-17

Product launchof Tobii 1750

First Assistive Tech product, MyTobii D10

US office, Tobii Inc

Acquisition of Viking Software

German office, Tobii GmbH

2002 2007

Product launch T60, T120 and X120 & Tobii Studio

Tobii History Founded in 2001 with HQ based in Stockholm, Sweden Early focus on real products – simple to use with high quality.... Which has made Tobii the World leader in solutions for Eye Tracking and Eye Control

Current Market Segments

Assistive Technology- Eye control for people with disabilities

Scientific Research - psychology- vision- neurology- reading- computer interaction- design

Commercial testing- user experience testing- market research

Custom solutions - OEM eye tracking components- Custom hardware development- Custom analysis and eye control application development

Eye tracking has come a long way....

Eye Tracking has Come a Long Way!

Tobii T60/120

Tobii X120

Fixation

The area of foveal vision

Saccade

Fixation = 50-100 milliseconds focus on 1 point

What can eye tracking studies tell you that non-eye tracking studies cannot?

What Elements Drive People to Ad or Brand Name?

Gaze plot Benetton advertisement

A) 0-5 sec interval, 1 participant

B1) 0-1 sec interval, 46 participants

B2) 1-2 sec interval, 46 participants

B3) 2-3 sec interval, 46 participants

0-1 sec

B1)

2-3 sec

B3)

1-2 sec

B2)A)

What Do People Look At?

Where Should Important Content Be Placed?

Usability test:

Task: Book ’multi-city’ 8 participants Nobody read link!!

Nobody could complete the task successfully

Think Aloud Retrospective

First Fixation

What is the most attention grabbing element?

Result Tommy Hilfiger

Tobii – Usability Study

Final Version

Fixations and Saccades – Task: turn on easy access.

Most Fixations

Gaze Time

Time to First Fixation

Final Version

EYEING THE CONSUMER – EYE TRACKING CASE STORIES

Print Ad Testing

Some Facts About Ads

83% of all information people receive is visual An average person sees over 3.000 messages a day Getting the attention of the consumer gets harder and harder

Print Ad Testing

Attention spread between the different elements! Flow of the eye movement in the ads! Observation of an ad when it is put in a context! Average viewing time of an ad?

Results - Prada The heat map and statistics tool show that 99% of the respondents have looked at

the phone.

How much have they actually looked at the different elements of the ad and in what order did the respondents see the elements?

Results - Prada

Results Dior The heat map show that the division of attention between the ad spread and

magazine spread is even.

But, which part of the magazine did they observe first and what was the division of attention between the different elements?

TTF: 0,62 sARA: 46%

TTF: 0,67 sARA: 49 %

TTF: 1,57 sSeen: 58%

TTF: 2,78 sSeen: 57%

TTF: 1,89 sSeen: 54%

EYEING THE CONSUMER – EYE TRACKING CASE STORIES

TV Ad Testing

TV advertisement testing

Find focus points in an commercials! Optimise TV commercials!

Results - Extra The Bee Swarm tool in Tobii studio show that there are three important focus points

with high viewer involvement.

But, how many respondents have seen the dentist approved logo?

Results - Extra

The dentist approved logo is observed by 36 % of the respondents.

Conclusions - Extra

» The Extra commercial is well performing with high focus on the key messages.

» The focused attention level decreases scene 14, 16 and 17. » 36% of the respondents observe the dentist approved logo.

1 2 3 4 5 6

7 8 9 10 11 12

13 14 15 16 17

EYEING THE CONSUMER – EYE TRACKING CASE STORIES

Package EffectivenessPackage & Shelf Testing

www.tobii.com

Some Facts Brands need to be visually salient in order to be found at POP 74% of our purchase decisions are made in store 60% of our choices are based on packaging 50% of products launches fail in the market

Test Construction Respondents were divided into 4 groups. Each group see one shelf.

Results – Shelf Testing The heat map show how the average respondent look at the designs tested.

But, which design is superior?

Results – Shelf Testing

Independent of placement this design is the one that most respondents look at (R) and the one that is most salient (Mean θ).

θ =0,801R=88%

θ =0,575R=72%

θ =0,980R=96%

θ =0,668R=80%

Results – Shelf Testing» Average order that the respondents have looked at the products.» Average order that the respondents have looked at the products.

» The tested product is the first to be seen and the average time for it to be found is 2,57 seconds.

» 1

» 2

» 3

» 4

» 5

» 6

» 7

» 8

» 9

EYEING THE CONSUMER – EYE TRACKING CASE STORIES

Package EffectivenessPackage & Shelf Testing

Research Overview – Sample & Fieldwork

Subjects: 40 respondents

Screening: Must buy beer for own consumption

at least once per week Are not exclusively loyal to or buy

only one brand

(Eliminated were those who said bought the same brand 90% or more of the time)

Fieldwork: Research conducted September

2008 at JMR Japan Consumer Marketing Research

Institute facilities, Tokyo, Japan

20’s 30’s 40’s

males 8 9 8

females 5 5 5

Research Overview – Research Goals

Investigate purchasing behavior at the reach-in beer cooler

The beer cooler case "golden zone" concept

Beer selection choice patterns Measure whether gaze tracks at the

beer cooler are mainly vertical or horizontal

Analyse to what degree current retail shelf allocation patterns are effective

The correlation of visual recognition of a product and actual decision to purchase that product

Setup

20's ： Plan G (Ginger Draft Green) 30's ： Plan G (Ginger Draft Green) 40's ： Plan G (Ginger Draft Green)

Results of shelf allocation researchHeat-map analysis reveals attention tendency differences age differences

Overall wide gaze coverage. Attention on 2nd

and 3rd level shelves at mid-area. Ginger Draft product region getting lots of gaze attention.

Overall wide gaze coverage. 3rd level well-viewed,with its mid- to left area pulling in much gaze attention. Ginger Draft product region gets gaze attention.

Lacks broad visual coverage but 3rd and 4th lowest levels seen. 3rd level mid- to left side, as well as 4th level, drawing gaze attention. Ginger Draft product region gets most overall gaze attention.

Results of shelf allocation research Heat-map analysis reveals attention tendency differences gender differences

Plan Z (Kirin Zero)

Plan Z (Kirin Zero)

Male: Ginger Draft Green and White product attracting attention. Kirin Zero gaze attention is uneven. This suggests that newness of the Ginger Draft product grabs subjects attention. Female: Pays attention to the Ginger Draft Green area. Ginger Draft White in the mid and 4th level, Kirin Zero at the 3rd and 4th level mid positions are seen. This viewer's overall gaze track quite dispersed across the entire cooler area.

Plan W (Ginger Draft White)

Plan W (Ginger Draft White)

Plan G (Ginger Draft Green)

Plan G (Ginger Draft Green)

male

fe

male

package 1 ： Clear Asahi package 2: Kin-Mugi package 3: Mugi-to-Hop

Gaze movement from mid-to-upper; indicatesViewing of the brand logo and beer bubbleslogo motif in the center which includes a brand message.

Gaze from the middle toward in a straight line; brand logo and message “Rich Malt” etc. viewed.

Gaze concentrating center; brand logo and the entirety of the message text seen.

Package Appraisal Heat-map analysis reveals attention tendency differences Overall

Mugi-to-Hop

Male: Strong tendency to gaze at the logo and message. Females: tracked along a vertical line

Kin-Mugi Clear Asahi

male

fe

male

Package Appraisal Heat-map analysis reveals attention tendency differences by gender

Mugi-to-Hop

By generation, overall the 20's group focused on Kin-Mugi; 30's people focused on Clear Asahi, and 40's buyers on Mugi-to-Hop. Gaze concentration: Foam, stars logo, text. Large logos got lots of gaze attention.

Kin-Mugi Clear Asahi

Package Appraisal Heat-map analysis reveals attention tendency differences by generation

20's

30's

40's

overa

ll evalu

atio

n

overall evaluation 17 pts. overall evaluation 18 pts. overall evaluation 16 pts.

Package evaluations Products with stated intention to buy Overall evaluation: plotted on "radar charts" with greater blue area coverage representing better positive performance. Kin-Mugi gets highest rating from the study subjects for its high-quality and packaging. Next was Clear Asahi with high flavor rating for deliciousness.

Clear Asahi Kin-Mugi Mugi-to-Hop

012345

deliciousness

familiarity

trustnewness

High-quality

0

1

2

3

4

5deliciousness

familiarity

trustnewness

High-quality

0

1

2

3

4

5

High-qualityfamiliarity

deliciousness

trustnewness

Clear Asahi Kin-Mugi Mugi-to-Hop

1 .6 9

2 .4 3

0 .7 1

1 .0 2

2 .8 9

0 .6 1

0 .7 6

1 .5 6

1 .9 3

0 .5 8

0 .2 8

1 .8 8

product name

maker's name

ingredients

tag words

product name

maker's name

tag words

ingredients

product name

maker's name

tag words

ingredients

product name

maker's name

tag words

ingredients

Reference: Package design elements (1) Packages shown & gaze times on elements Shown below are the name of each package, product name, tag words, and ingredient list on the front package label. Long gaze times: Clear Asahi on the maker´s name; Kin-Mugi and Mugi-to-Hop on the product name. Kin-Mugi's ingredients list had the overall longest gaze time.

EYEING THE CONSUMER – EYE TRACKING CASE STORIES

Eye Tracking and Other Methods Eye Tracking and Other Methods

Eye Tracking + Biofeedback (EEG)

Francesco Gallucci Professor Sociology of Communication, Milan and Turin University Owner of 1to1 Labs

General General AttentionAttention

FocusFocus

MemoryMemory

EvocativeEvocative

DecodingDecoding

AnxietyAnxiety

Eye Tracking and Facial Coding

Dr. Dan Hill President of Sensory Logic Author of Emotionomics

Eye Tracking and Facial Coding

Engagement Overall Emotion:

(% of res)

Eye Tracking and Conjoint Analysis (IdeaMap)

Dr. Howard R. Moskowitz President and CEO of Moskowitz Jacobs, Inc., a strategic market research

company PhD in Experimental Psychology, Master in Mathematics Auther of Many Books – Selling Blue Elephants

Other solutions

Pupil and blinking Metrics Pulse Metrics MRI (Magnetic Resonance Imaging) And more...

Eyeing the Consumer – Eye Tracking Case Stories

By Johanna Fyrbjörk, Tobii Technology, SwedenJohanna.fyrbjork@tobii.com