The Consumer Journey, optimized systematically with objective data from eye tracking

Transcription

1 The Consumer Journey, optimized systematically with objective data from eye tracking 1

2 The Tobii Group in brief World leader in eye tracking Founded 2001 Headquartered in Sweden, with offices in the US, China, Japan, South Korea, Taiwan, Germany, Norway and UK +800 employees worldwide ( of which 230 in R&D) Listed on Nasdaq Stockholm since April

3 Three strong, independent business units Global leader in assistive technology for communication Global leader in eye-tracking solutions for research Leading eye-tracking technology for integration into consumer devices and other volume products 3

4 Awarded for innovation, entrepreneurship and business excellence 2017 CES Innovation Awards Honoree - Tech for a Better World category: Tobii Dynavox PCEye Mini CES Innovation Awards Honoree - Tobii Eye Tracker 4C Gaming Peripheral CES Innovation Awards Honoree - Acer Predator Z301CT Curved Monitor with Tobii Eye Tracking 2016 Universum top 100 employer 2016 Top Places to work Award in Pittsburgh European Inventor Award finalist Polhem Price - John Elvesjö and Mårten Skogö were awarded the Sweden's oldest award for technical innovations Digital Trends Top Tech of CES - Tobii Glasses 2 Digital Trends Top Tech of CES - SteelSeries Sentry 4 Universum top 100 employer 2015

5 Eye Tracking What it measures Only 6-7% of available visual information can be processed at a time Result: 1. Individual reaction to what is most attractive at the moment 2. Choice of what is personally relevant But: Decision made on information seen/processed. Para-Foveal vision Foveal vision 5 Peripheral vision

6 The Conversion Model What s not seen, is not sold! From exposure to effect Exposure Attention Behavior Memory Visibility Attraction Power Relevance Conditioning Lost opportunities Bounce rate Objective + Implicit Data 48% 87% Subjective 64% What needs improvement? 6 79% did not 52% against gain competitor attention 32% product details not understood

7 Measuring conversion allows for control! 7

8 The Consumer Journey Measuring the analog Awareness Consideration Purchase Usage Loyalty 8

9 Eye Tracking Methodology Standard Field Approach Recruitment Introduction of the participant Pre-Interview to capture the shoppers intention Individual shopping tour with eye tracking - footage live view Post Interview Qual: n=6-12 per node Quant: n=30-50 per node Mixed: n=30-50 per node and representative user behavior described individually Depending on profile pre-recruitment, or face-to-face Participants can wear contact lenses but not prescription glasses, no heavy make-up, no eye or nerval diseases Step 1 Signing Consent Form Step 2 Mounting eye tracker and calibrate eyes (2 min) Step 3 Giving study introduction and task The task should allow to measure success Respondents gets used to the equipment Goal: Capture familiarity to the category / product / media / stimulus in general Allows for grouping in statistical analysis Goal: no interaction with the respondent during the session For the moderator: Wireless live view of the eye tracker footage No modification of the test environment required Moderator takes photo of the stimulus for analysis Frequency: 8-10 sessions per day and eye tracker setup Session duration: depending on task (typically min) Emotional measures optional Capture recall to measure level of impact Questions that allow for statistical analysis, like about consideration, preference, etc. 9

10 Eye Tracking Methodology Standard Post-Field Approach Identification and description of behavioral patterns for success and failure Data processing Data analysis Each video recording will be watched Data mapping on photo for further data analysis Stimulus mark-up with AOIs Optional: coding with single events and sequences Duration: typically 1-2 weeks for 1 person working on it full time Observation Visualization of data distribution (gaze plot / heatmap) Descriptive statistics Behavioral segmentation Regression for modelling of behavior for a) success and b) failure to achieve set goals Results: Behavioral persona Significance testing of variables Effects sizes of significant differences in e.g. specific behavior, like choice 10

11 In Store - Understanding the Customer What is visible/exposed to the shopper? What gains the shopper s actual attention? Observing behavior Which products does the shopper pick up or purchase? From post interviews: what had a mental impact on the shopper s memory? Tool of choice: Eye tracking glasses for a contextual setup Video example: Observing shopping behavior with eye tracking 11

12 In Store - Navigation and Path Tracking Store layout with most frequently visited sections and average walking path of shoppers Shelf 1 Shelf 2 Round Table Shelf 5 Shelf 6 Shelf 7 Product Basket 1 Product Basket 2 Where to place POSM to affect the shoppers path into the relevant aisle? Where do shoppers have free attention? How much attention does existing POSM receive? Does POSM affect the shopper s route? Shelf 3 Shelf 4 Cash Desk Visit duration (avg): 23 seconds Exposed to POSM (avg): 8 seconds Attention on POSM (avg): 1.9 seconds Elements looked at (avg): 5.4 Interaction with mobile app: 2 out of 100 Content recalled: 14 out of

13 Package - Attention Distribution & Concentration Tool of choice: Webcam panel with global reach and fast turnaround Possible visualizations to illustrate visual behavior as well as noticeability, engagement and relevance of a stimulus (pack shot/pack shot elements): Heatmaps show the aggregated distribution and concentration of visual attention during the eye tracking task (of a single participant or a defined participant group) Gaze plot show the location, order and time spent looking on a stimulus (of a single participant or a defined participant group) Correlation with in-depth interviews helps to understand whether engagement originates from interest or distraction Depending on package design but also product specification (e.g. low fat, lactose free) the participants attention is captured by different package elements. 13

14 Package Seen Order Pack performance: Is the priority #1 message recognized as such? Timeline of package evaluation Steps of Consideration Order of when a package element caught the participants attention How well is shopper behavior controlled? 14

15 Mobile Content - Visual Journey and Engagement App usage Journey and experience Sponsored content Ad placement Elements Interaction Tool of choice: Eye tracker glasses 15

16 Example Project Classic ad or influencer on Instagram? 0,48s (18%) 30% Total Attention Time on Ad: 2,86s Reach of Ad: 97% Attention Duration (in s, total time spent looking at the area, average of all participants that viewed the area) (% of total time spent looking at the ad) 2 Only 5 participants looks at the product 1 of which proceeds to read the post text 1,38s (52%) 87% Reach (in %, percentage of participants that looked at the area) Gaze plot shows in which order the elements were looked at (average) ,63s (24%) 23% 7 out of 26 looked at the text after viewing the image Conversion rate: 27% Conversion rate as a measure of engagement and relevance the image is highly engaging and drives the users attention to wanting to learn more they continue to read post text 3

17 Media / Video Content TVC, Cinema Commmercials, etc. Communication efficiency Right focus, right effects Mental impact such as recall Engagement Does CTA and message work Message conveyed Tool of choice: Webcam panel with global reach and fast turn-around, Screen based eye tracker, or Glasses eye tracker 17

18 VR 360 Video as Stimulus Communication efficiency Right focus, right effects Mental impact such as recall Engagement Does CTA and message work Message conveyed Tool fo choice: Webcam panel with global reach and fast turn-around 18

19 Tobii Pro Insight Indexes composite measure of the standard eye tracking metrics Consideration Purchase Placement POSM Packaging In store Visual behaviour Standard ET metrics Total fixation time Fixation count Average fixation duration First fixation duration Visit count Visit duration Time to first fixation Visual attention Index Very useful for ranking observations (AOIs) and thus identifying possible barriers to purchase Brand familiarity Brand experience Brand positioning Task/Occasion OOS Internal factors Good predictor of product preference - a single descriptive indicator instead of trying to find a trend in many variables Simple and easy to interpret Correlates with product consideration (refers to relationship between visual attention pattern and engagement with the products) 19

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21 Feel free to contact us! Erik Siwkowski Research Consultant Tobii Pro Insight Tobii AB (publ) Languages: DE, EN, SV Phone: +46 (0) Web: tobiipro.com/insight Visit and shipping address: Tobii AB (publ) Karlsrovägen 2D 7 th floor Danderyd SWEDEN Postal address: Tobii AB (publ) Box Danderyd SWEDEN 21