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Para-sight!Using eye-movements to understand the
effect of parasitic brands on shopper attentionDr Tim HolmesTechnical Director - Acuity Intelligence Ltd.
The explicit story being told to shoppers
The implicit story being told to shoppers
Shopper journey
Search Decide Buy
Presentation title 5
Presentation title 6
Seeing double?
Brands Parasites
The study
Brand only Parasite only
Brand & Parasite
Null XX
The study
9
Normal Blurred
Desaturated Blurred & Desaturated
3 secs
upto 10 secs
5 secs
The study
Brand Name
64 trials4 blocks of 16Survey after
Research from every angleParticipant 19/ Block 4
Participants
• Participants screened to be primary household shopper, free from uncorrected visual disorder
• Participants paid before commencement
• NP=28 (M=15/F=13)• NT=1792 trials
• MRS & BPS ethical guidelines
3 3
5
3
1
2
52
2
2
0
2
4
6
8
10
20-25 26-35 36-45 46-55 56+
Males Females
Results
Search
Distribution of attention (dwell time)
Brand only Parasiteonly
Brand & Parasite
Null
X
Time to locate brand and parasite (secs)
Brand & Parasite
Brand only Parasite only
Results
Search Decide
0 50%
12
29
0 50%
9
0 50%
15
8
0 50%
4
31
Brand only
I can’t believe it’s not…The effect of parasites on brand detection (error rate)
Brand & Parasite
Parasite only
Null
X
Attention at decision time
Brand only Parasite only
Brand & Parasite
Null
XOther brandParasiteBrand
80% 59%
33%
77%
97% 94%
4%
66%
Results
Search Decide Buy
Invisible enemy
UnseenParasiteBrand
90%
13%
Participants recall of the products we’d just shown them
17%
What comes next?
Confirm results in store with mobile eye-
tracking
Test with more products and
categories
Develop defence tactics and tools
What this study shows
Search Decide Buy
Parasitic brands interfere with
finding the brand
Reduced visual acuity enhances this
effect
Parasitic brands result in incorrect decisions at POS
Reduced visual acuity enhances this
effect
Parasitic brands affect your bottom
line
Defence can be developed and will
work
Thank You@DrTimHolmes / [email protected]
http://www.acuity-intelligence.com/blog