PRE-TEST
12011 © EyeTrackShop All Rights Reserved. Confidential and Proprietary
Website and Print Studyfor Adobe
Research Proposal – January 2012Presented By: Kerry Inserra, VP Client Services, Eyetrackshop
PRE-TEST
22011 © EyeTrackShop, Inc. All Rights Reserved. Confidential and
Proprietary
BACKGROUND AND RESEARCH OBJECTIVES
Background: Adobe wants to use EyeTrackShop’s patented biometric eye
tracking methodology to test website ad effectiveness and print ad effectiveness in order to discover strengths and weaknesses in terms of visual effectiveness.
Research Objectives: Test and pinpoint strengths and weaknesses in terms of
visual effectiveness between various Adobe products within website or print ad environment.
PRE-TEST
Three Ways Adobe Will Stimulate ROIand Lead Gen With EyeTrackShop
• 1. Test and Target-Early AB testing (prior to launch) to retrieve objective data and intel on what consumers see and don’t see (pre-test online ads and/or print ads)-scientific validation (no opinions or guesswork)
• 2. Determine if your creative is working functionally and delivering high impact messaging; How do colors, size, messaging, spatial layout, entice or compel a consumer into action- intent to purchase ?
• 3. Accelerate client revenue growth by uncovering and highlighting creative, branding, or ad messaging inefficiencies that will help improve campaign performance-will this ad be relevant to intended target audience? Is intent to purchase strong?
PRE-TEST
42011 © EyeTrackShop All Rights Reserved. Confidential and Proprietary
CONTENT OF THIS PRESENTATION
• EYETRACKSHOP proposes a monadic approach in which the website or banner ad is tested and/or print ad is tested using one testing group per segment.
• The results guarantee 20-30 quality eye tracking recordings in each test group, see methodology and output on slide 5-7
• Investment Breakdown, see slides 10-11
• Results are compiled in a comparative report, see sample reports on slides 12-15 and 16-22.
PRE-TEST
52011 © EyeTrackShop, Inc. All Rights Reserved. Confidential and
Proprietary
Respondents receive a mail on their web cam equipped computer…
…and given easy on-screen information and instructions
…we send it to the respondents anywhere in the world
2
3 4
ETS builds mock-up of the package to be tested 1
METHODOLOGY
PRE-TEST
62011 © EyeTrackShop, Inc. All Rights Reserved. Confidential and
Proprietary
…the survey ends with a short questionnaire
6
7 8
5 Respondent are asked to permit ETS access to the web cam…
…and are guided into position with easy on-line tools…
The stimuli is presented on the screen and respondent’s gaze is recorded
METHODOLOGY
PRE-TEST
CLIENT
RESPONDENT
EYETRACKSHOP
Adobe Submits: • Stimuli• Screening criteria
regarding target audience(s).
Respondent• Receives test link • Gives permission
to activate webcam after which his /hers eyes are calibrated
• Performs the test during which his/hers gaze is tracked. EyeTrackShop:
• Receives the data
• Pupil features are detected through patented algorithms
• Hereafter follows a manual quality check and supervision
Respondents are rewarded by panel exchange companies.
EyeTrackShop: • Report is
automatically generated and compared to benchmark database
• Manually analysis of the results
Adobe receives the report with:• Heat maps• Key Biometrics
on Visualization Effectiveness
EyeTrackShop: • Builds the
test(s)
Step 1 Step 5 Step 6
7
Step 2 Step 3 Step 4
Stimuli Collection & Building Test
Sampling & Test goes live
Respondents take the test
Eye Tracking Data Analysis
Report Generation & Benchmark Comparison
Delivery of Report to Client
EyeTrackShop: • Recruits
respondents via panel exchange companies
• Goes live with the test
PRE-TEST
2011 © EyeTrackShop, Inc. All Rights Reserved. Confidential and Proprietary 8
HEAT & OPACITY MAPVisualization of attention levels
SEEN AOIPercentage of the respondents that look at certain areas of interest
VISIT DURATIONTime spent on different areas of interest
TIME TO FIRST FIXATIONHow quickly does an area attract respondents’ attention?
FIXATION ORDERIn what order do respondents look at the different elements?
Biometrics on Visualization Effectiveness
1
24
5
3
87
6
DELIVERABLES
PRE-TEST
92011 © EyeTrackShop, Inc. All Rights Reserved. Confidential and
Proprietary
EyeTrackShop’s Benchmark Database
All key metrics are benchmarked to EyeTrackShop’s Benchmark Database
All stimuli tagged on variables, e.g.
• Ad format/placement• Media• Product/Sub Brand• Branding vs. Direct response• Ad content/design, eg:
• Person(s) in picture• Product in picture• Price in ad• Logotype position• Heading size
• Date, time for survey
Eye tracking Metrics • Seen ad• Time to first fixation• Time on AOI• Fixation order
NormativeData base
Survey Question Statistics
• Brand recall• Message
understanding• Activation/intention
DELIVERABLES
PRE-TEST
102011 © EyeTrackShop, Inc. All Rights Reserved. Confidential and
Proprietary
Visual Effectiveness ResearchYouTube-ClientOctober 2011
EXAMPLE REPORT FOR ILLUSTRATIVE PURPOSES
ONLY
PRE-TEST
Less attention
2011 © EyeTrackShop, Inc. All Rights Reserved. Confidential and Proprietary
SEEN AD
AVERAGE TIME ON ADTIME TO FIRST FIXATION
61 %
1,02 s
2,72 s
100 %
1.85 s
0.65 s
Benchmark *
Result
AD RECALL
BRAND RECALL
31 %
58 %
60 %
97 %
Eye Tracking
Benchmark *
ResultQuestionnaire
-out of those who saw the ad
-out of those who saw the ad
More attention
Statistics For AdVisual Attention Pattern
* Benchmark, see method.
11
Example ReportFOR ILLUSTRATIVE PURPOSES ONLY
EXAMPLE REPORT FOR ILLUSTRATIVE PURPOSES
ONLY
PRE-TEST
2011 © EyeTrackShop, Inc. All Rights Reserved. Confidential and Proprietary
I have bought it before and will do so again
I have bought it before but will not do so again
I have not bought it before but will definitely do so
I have not bought it before but might do so
I have not bought it before and will not do so
Benchmark *
Result
25 %
7 %
6 %
73 %
13 %
0 %
31 % 10 %
40 % 3 %
Benchmark *
Result
Yes, in a positive way
Yes, in a negative way
No
24 %
7 %
71 %
27 %
0 %
73 %
Non buyers
Buyers
Intention(What is your relation to the
product/service in this ad
Opinion(Have you changed your opinion about
the advertiser after seeing this ad)
* Benchmark, see method.
* Benchmark, see method.
Relationship to content
Opinion change
12
Example ReportFOR ILLUSTRATIVE PURPOSES ONLY
EXAMPLE REPORT FOR ILLUSTRATIVE PURPOSES
ONLY
PRE-TEST
Respondents are recruited from web panels and represents the target group. Respondents are rewarded for their participation by the panel company.
In the survey respondents are asked permission to access their web camera. Thereafter the respondents eye/web camera is calibrated. During the test the respondents gaze is tracked through the web camera.
Stimuli are shown at the respondents computer screen and respondents looks at them spontaneously. Stimuli are followed by an questionnaire where respondents answers by clicking in their answer.
Eye Tracking – in the respondents own environmentStimuli – shown on the respondents computer
Sample – through panel exchange companies
2011 © EyeTrackShop, Inc. All Rights Reserved. Confidential and Proprietary
Study details
Media:
Advertiser:
Stimuli time:
Benchmark category:
Benchmark amount:
Research date:
No participants:
Method
Youtube
McDonalds
10,00 s
272
2011-09-22
SubChannel: Web Ad Search
Age
-18
19-24
25-34
35-49
50+
Male
Female
Gender
9 %
20 %
30 %
31 %
10 %
47 %
53 %
13
30
Example ReportFOR ILLUSTRATIVE PURPOSES ONLY
EXAMPLE REPORT FOR ILLUSTRATIVE PURPOSES
ONLY
PRE-TEST
142011 © EyeTrackShop, Inc. All Rights Reserved. Confidential and
Proprietary
Visual Pre Test of Print Ad
EXAMPLE REPORT FOR ILLUSTRATIVE PURPOSES ONLY
PRE-TEST
ZurichSeptember 2011
152011 © EyeTrackShop, Inc. All Rights Reserved. Confidential and
Proprietary
OfficeSatellite
Wall Street Journal
EXAMPLE REPORT FOR ILLUSTRATIVE PURPOSES ONLY
PRE-TEST
162011 © EyeTrackShop, Inc. All Rights Reserved. Confidential and
Proprietary
Visual Attention Pattern
Less attention More attention
OfficeSatellite
EXAMPLE REPORT FOR ILLUSTRATIVE PURPOSES ONLY
PRE-TEST
172011 © EyeTrackShop, Inc. All Rights Reserved. Confidential and
Proprietary
SEEN LOGO
Advertisement statistics
52 %
1.5 s
TIME ON LOGO 1 s
TIME TO FIRST FIXATION
-out of those who saw the logo
-out of those who saw the logo
Satellite
50 %
0.5 s
7 s
Benchmark
Benchmark figures are from 155 ads within category Print
38 %
3 s
0.5 s
Office
EXAMPLE REPORT FOR ILLUSTRATIVE PURPOSES ONLY
PRE-TEST
182011 © EyeTrackShop, Inc. All Rights Reserved. Confidential and
Proprietary
Fixation Order
Satellite Office
5
1
3
4
3
2
14
2
5
EXAMPLE REPORT FOR ILLUSTRATIVE PURPOSES ONLY
PRE-TEST
192011 © EyeTrackShop, Inc. All Rights Reserved. Confidential and
Proprietary
Which of the following statements do you agree with about this advert?
Statements
It improves my opinion of the brand advertised
I would like to see the ad again some time
I have an increased interest in using the brand advertised
People like me would like this advert
It gives the feeling that what was said about brand was worthwhile
I would mention points / impressions from the ad in conversation
None of the above
Stimulus 1
Stimulus 2
OfficeSatellite
11%7%13%11%13%11%
59%
9% 8%13%
8%13%
5%
59%
EXAMPLE REPORT FOR ILLUSTRATIVE PURPOSES ONLY
PRE-TEST
Respondents are recruited from web panels and represents the target group. Respondents are rewarded for their participation by the panel company.
In the survey respondents are asked permission to access their web camera. Thereafter the respondents eye/web camera is calibrated. During the test the respondents gaze is tracked through the web camera.
Stimuli are shown at the respondents computer screen and respondents looks at them spontaneously. Stimuli are followed by an questionnaire where respondents answers by clicking in their answer.
Eye Tracking – in the respondents own environment Stimuli – shown on the respondents computerSample – through panel exchange companies
202011 © EyeTrackShop, Inc. All Rights Reserved. Confidential and
Proprietary
Study details
Media:
Stimuli time:
Research date:
Method
Wall Street Journal
10 s
8-9 September 2011
F24
2 3 455
0%
20%
40%
60%
80%
100%Cell A - 153 questionnaire / 15 eyetracking
Cell B - 151 questionnaire / 20 eyetracking
EXAMPLE REPORT FOR ILLUSTRATIVE PURPOSES ONLY
PRE-TEST
212011 © EyeTrackShop, Inc. All Rights Reserved. Confidential and
Proprietary
THANK YOU!
Kerry InserraVP of Client Services, West Coast