iMotions - Attention Tool Eye Tracking Software - METHODOLOGIES

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EYE TRACKING / READING METRICS / EMOTION METRICS BEYOND EYE TRACKING™

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Spotlight Highlight EYE TRACKING METRICS

Questionnaire

PACKAGING / PRINT

EMOTION METRICS Emotional Activation

SHELF

METHODOLOGY APPROACH - SAMPLES CASES

Cell B

Cell A

EYE TRACKING METRICS

Bee Swarm + Rubber Bands EMOTION METRICS

Emotional Activation

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METHODOLOGY APPROACH - TV ADVERTISEMENT

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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 B

Cell A

EYE TRACKING METRICS

Bee Swarm + Rubber Bands EMOTION METRICS

Emotional Activation

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EYE TRACKING / READING METRICS / EMOTION METRICS ®

Product feature and seen Product feature and not seen Product not feature

more than 75% between 50% & 75% between 25% & 50%

Males Females

EYE TRACKING METRICS:

Bee Swarm - Rubber Bands

NEW

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% 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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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:

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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.

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Use the woman ability to create emotional activation to grab attention as she generates considerable more emotional

activation than the man.

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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.

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The people and their faces get the attention of the respondent, not the rest, including the “flying bubbles”.

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The “flying bubbles” are basically not seen throughout the ad. They distribute the attention of the respondent

preventing the attention on the main messages.

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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 - PACKAGING

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Background & Objectives

You have 5 different package designs of a new product and you want to choose which one to launch to market.

Methodology: Attention Tool® + Questionnaire

METHODOLOGY APPROACH - PACKAGING

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Questionnaire EMOTION METRICS Emotional Activation

Shelf testing

Target segment

Cell: 60 people (30 M / 30 F)

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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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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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HIGHLIGHTS

T (Time spent)

W (Time spent)

T (View order)

W (View order)

Stimorol

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

Tropical (T)

Watermelon (W)

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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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3. Questionnaire = Cognitive interpretation of the package

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

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Questions about:

Recall

Brand familiarity

Brand associations

Purchase intent

Perceived quality

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=

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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The Watermelon package is better than the Tropical package:

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Better branding

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Better hierarchy of brand communication elements

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Better distribution / order of brand communication elements

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Higher emotional activation / stopping power

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METHODOLOGY APPROACH - PRINT ADVERTISEMENT

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Background & Objectives

You 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 attention

b. Comparative Matrix

2. EYE TRACKING METRICS (Spotlight & Highlight)

= Branding & Communication measurement

3. Questionnaire

=

Cognitive interpretation of the package

Target segment

Cell: 60 people (30 M / 30 F)

METHODOLOGY APPROACH - PRINT ADVERTISEMENT

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Questionnaire EMOTION METRICS Emotional Activation

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PARIS = 3.7

RIO = 4.0

FIJI = 4.7

IBIZA = 1.4

MILAN = 5.5

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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

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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 rejected

50_RIO

H0 accepted

H0 rejected

H0 accepted = similar to each other

H0 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

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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

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3. Questionnaire = Cognitive interpretation of the package

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

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Questions about:

Recall

Brand familiarity

Brand associations

METHODOLOGY APPROACH - PRINT ADVERTISEMENT

?

✓

Cognitively, the respondents prefer

to be pampered than to go shopping.

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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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?

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METHODOLOGY APPROACH - SHELVE / SPACE MANAGEMENT

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METHODOLOGY APPROACH - SHELVE / SPACE MANAGEMENT

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

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

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

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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%

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.

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EYE TRACKING SOLUTIONS

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.