Biometrics & Cognitive Neuroscience
EyeSee Research - Neuromarketing in cloud
EyeSee Research - Belgium

EyeSee brings neuromarketing tools to the cloud. We integrate eye-tracking, facial coding and virtual shopping into online solutions for advertising, digital/UX and shopper.

Our approach enables us to deliver reports in 7 days in 50+ countries at a cost-effective price.

Development Stage: Growth Mode
113 Votes
2899 Views
Comments

Compared to traditional neuromarketing approach, EyeSee found a way to avoid expensive hardware in the research process – everything is delivered online: eye-tracking, facial coding and virtual shopping.

 

Competition

EyeSee

Services provided

Mostly specialized in one type of insights (example: predominantly eye-tracking).

Eye-tracking, facial coding and virtual shopping insights can be provided simultaneously.

Testing location of respondents

Respondents are invited to a specific physical setting.

Respondents complete the tasks from the comfort of their home.

Hardware used for generating insights

Expensive equipment: fMRE, EEG, special glasses, etc.

Respondents only need to have their laptop with webcam.

Worldwide presence

Mostly bound to certain locations

Present worldwide: collaborating with most relevant panel suppliers worldwide

Insight generation time - report delivery

2 weeks +

5-7 working days

Validity of generated insights

Respondents may not act as they naturally would: need to relocate and/or are connected to some piece of equipment (big uncomfortable glasses, etc.)
If testing is done In medicinal environment/setting, results could be skewed due to white coat effect.

It is highly likely that respondents will act as they naturally would: they are not put in any different physical setting.

Prices

30K+

~2x lower

Marketers want to avoid future business failures and losses and improve current ways of satisfying customers’ needs. By approaching EyeSee, they are now able to test the future reaction of shoppers on the stimuli and prevent investments in not-prosperous solutions.

EyeSee provides insights in the main 3 areas: MarComms, Digital and Shopper User experience (UX).

MarComms Insights:

·         TV commercials (what draws attention, does the content evoke emotions and which, does it affect sales decision…)

·         Outdoor ads (are they noticed, do they stand out…)

·         Print ads (are they noticed, will respondents take action…)

·         Leaflets (what is the pattern of browsing through the content, what is (not) seen…)

·         Direct marketing

Digital Insights:

·         E-commerce and websites (usability testing: is it easy to navigate through the content, how much time is needed to complete the given task, what is (not) seen…)

·         Online ads

·         Newsletter

·         Pre-rolls

Shopper Insights:

·         Packaging studies (testing package in stand-alone environment and on the shelf, which package elements are (not) seed, what draws most attention, purchase intent depending on the packaging, etc…)

·         Shelf studies (do different planograms affect sales differently, which combination is the best performing one…)

·         POS material (performance of in-store displays, promotions…)

1.       Originality of concept

EyeSee takes neuromarketing to the next level - into the cloud. Since testing process is done fully online (no need for connecting any hardware to respondents), it is possible to perform all types of research simultaneously worldwide, 2x faster than the competition at 2x more affordable price.

EyeSee combines implicit (eye-tracking, facial coding, virtual shopping) and explicit (survey) research techniques which results in insights from the 360° perspective – provides answers about what respondents both can & can’t articulate and want & don’t want to share.

2.       Market potential:

Eye-tracking, facial coding and virtual shopping platforms: USD 375-1200M (Esomar)

3.       Scalability:

In terms of stimuli, there are basically no limitations in number. Projects of high complexity can be (and were) executed with no operational problems.

Location-wise, EyeSee can simultaneously conduct research from a pool of respondents in more than 50 countries worldwide on all continents.

In terms of number of respondents, mostly 100-200 are included in the research per project while EyeSee can perform research with even thousands of respondents per project.

4.       Ease of implementation:

EyeSee perspective: Our software is suitable for innovate upgrades and changes (pace of development: 2013 – online eye-tracking, 03/2014 online facial coding, 12/2014 – remote UX platform, 06/2015 – interactive shelf testing, 03/2016 – virtual shopping). Also, our software is compatible with different platforms and it is possible to easily integrate it with them which makes partnerships a prosperous way of doing business.

Client perspective: Clients only have to provide us with stimuli they want to test and the report will be delivered within 5-7 working days.

1.       Eye-tracking & Virtual Shopping Case Study – Silk Almondmilk

Research setup

Marketing team decided to redesign the Silk Almondmilk package in order for it to be in line with the whole portfolio of vegetable milk beverages.

Key questions:

·         Will the new packaging influence the sales?

·         Will the packaging and the key elements stand out?

·         Will the core target group accept the new packaging?

Research questions:

·         Which pack design will attract most attention on the shelf?

·         For which design is it easier to identify formats/varieties?

·         Which pack design is preferred and more purchased?

·         Which design is more in line with brand?

Description of methodology:

Eye gaze was tracked on 600 respondents while they completed different shopper tasks. After the eye-tracking session, respondents filled out a survey.

Main findings and recommendations

Eye-tracking (in environment): New package design is more visible than the current one. Shoppers need about 62% less time to spot it and 15% more shoppers notice it.

Eye-tracking (stand-alone): Key benefits and product picture are noticed by respectively 20% and 10% more shoppers on the new package design. However, brand visibility could be improved since it is 10% less visible compared to current pack design.

Simulated purchase: New package design is purchased by 10% more shoppers.

Consumers’ evaluation: The current design is preferred by 53% (certain resistance to change among the existing users). However, the new design has better brand image, is perceived of higher quality and to be more fresh.

Recommendation: Launch the new design, but consider slightly increasing the brand logo.

 

2.       Eye-tracking & Facial Coding Case Study – Turkish Airlines

Research setup

Turkish Airlines developed 2 viral online videos - Legends on Board and Selfie Shootout to boost brand awareness.  Main KPIs were the number of shares and the number of likes on social media.

Key questions:

·         Which video will be more effective?

·         How can you further optimize the video?

Research questions:

·         How fast is the viewer engaged?

·         How much emotion does the video evoke (and which)?

·         What is the emotional peak (is it used to convey the main message)?

·         Which scenes evoke positive/negative emotion?

Description of methodology:

Eye gaze and facial expressions were tracked on 300 respondents while they were watching the two videos. After the exposure to stimuli (eye-tracking and facial coding), respondents filled out a survey.

Main findings and recommendations

Legends on Board: The constant growth of emotional engagement is recorded: strong relationship with viewers from the very beginning until the end of the ad. It continuously emotionally engages viewers, which is possibly the reason of great share/view ratio on YouTube.

Selfie Shootout: Two scenes evoke very high and positive emotional engagement, yet this ad didn’t succeed to maintain high positive engagement throughout the whole video.

Comparison: With continuous building of emotional engagement throughout entire ad, Legends on Board established stronger relationship with viewers which resulted in superior social network performance. Despite that Selfie Shootout has 27% more views on YouTube, Legends on Board was shared twice as much.

1. Research design

Project leader explains the possibilities, defines research design and proposes a questionnaire. Client delivers stimuli, sample specifications and the research brief. Based on agreed specifications the team creates the test.

2. Data collection

Respondents are recruited via worldwide panel suppliers. They only need a computer with webcam at their home. They download our app (it deletes itself after the testing is completed), set up and calibrate their eyes. Firstly, they fill out a screener survey after which they are exposed to the stimuli. Upon completion they fill out a questionnaire.

3. Reporting

After in-depth analysis with descriptions and conclusions, intuitive and actionable reports are created. The full report includes:

•             Main findings and recommendations,

•             Heat-maps and Areas of Interest,

•             Evolution of emotions over time,

•             Survey charts,

•             Detailed descriptions.

Our main tools:

1.       Eye-tracking – eye gaze is translated into heat maps and the attention/time to see is measured. Clients receive insights about what is (not) seen, what is spotted first/last and looked at the longest.

2.       Facial coding – algorithm analyzes facial expressions and translates them into emotions: happy, surprised, puzzled, disgusted, afraid, sad and neutral. Clients receive insights about how respondents are feeling, when the peak of emotional engagement occurs, what causes it, etc.

3.       Virtual shopping – respondents browse through realistic virtual shopping environment and click on the product they want to know more about and/or buy. Simultaneously we measure potential sales and do the eye-tracking and/or facial coding sessions. The correlation between real and virtual shop sales goes up to 0.9.

Thanks to our implicit research methods we are able to understand brand’s customers on a subconscious level: not just provide insights about what they want to share and are able to articulate, but also what draws their attention and how they are really feeling about the product/brand.

Author
Aleksandar Velikic
Co-Author
Katarina Mirkovic
Co-Author
Olivier Tilleuil
Prize Sponsors
Partners
Technology Partner
Partners
Corporate Partners
Partners