Biometrics & Cognitive Neuroscience
The Sandpit - United Kingdom
weseethrough is a tech-driven market research company that helps global organisations understand their consumers'​ actual behaviour, rather than claimed. We use the latest wearable technology and an innovative video indexing platform.
Development Stage: Growth Mode
28 Votes


  • Latest wearable technology to record actual behaviour.
  • Analyse large quantities of video and other sensor data efficiently.

  • Able to conduct research in emerging markets.

Traditional research fails to capture the gap between what people SAY they do versus what they actually DO. Understanding this gap is critical to help companies truly understand their consumers.

Over the last year, weseethrough has conducted eight varied pilot applications of the methodology across 20 countries. In each pilot, the method uncovered breakthrough insights that we not previously discoverable from explicit response alone or more basic observational technology.

The business questions fall into five buckets, which are applicable across all our clients’ products:

1. Understand how consumers really use new product prototypes in a natural home setting

2. Accurately track media consumption habits

3. Capture true habits, experiences and complex routines

4. View the true shopper experience in-store and how they interact with point of sale materials

5. Map the full consumer journey from in store to in home consumption

weseethrough tackled these business questions in a way never previously possible by combining two technologies:

  • Advanced Google Glass Programming – The study used the glasses not just to record, but push questions through the glass at key times that are triggered by pioneering programming

  • Advanced Video Analytics – An innovative video indexing platform allowed analysis of the captured video and responses at a scale, speed and cost not previously possible

For our client that has spent millions of euros over the years on traditional, in-depth habits and experience studies, the breadth of new learnings coming out of these pilots was transformative. The respondents quickly forgot they were wearing the Google Glass, similar to what occurs when wearing a pair of ordinary eye glasses, allowing the capture of organic moments.

While each study had its own unique breakthrough insights, this methodology consistently delivered new learning in five buckets:

1. Consumers consistently underestimated time spent – Whether recalling time spent on media consumption or house cleaning, consumers consistently and vastly underestimated the amount of time they spent. Through the new technology, weseethrough captured that the actual time spent was at least 40% higher than claimed 70% of the time. Some estimates varied as much of as 350% off of a solid base number.

2. Product use and amount recall is highly inaccurate – Respondents’ recall about the products and the amounts of each product that they used were highly inaccurate. For example, consumers in Brazil claimed to use “a little bit” of a product, but the video footage captured them splashing it around the entire house in large quantities. Similarly, in meal preparation, consumers claimed to use “a bit of aromatic” while pouring half of the bottle into the dish. Some of the products the consumers were recorded using were fully forgotten in the follow up interview, even when directly questioned.

3. Unobtrusive nature of the glasses leads to new empathy – The footage through the eye-glass perspective and the high quality audio capture of consumers speaking to themselves, others and instinctual audio cues (sighs, yawns, etc.) brought a new depth of understanding to the consumer experience. The feelings of loneliness, frustration or boredom are rarely captured when an interviewer is present or when the respondent is answering an explicit questionnaire. However, these feelings were clearly captured in the video footage and audio capture of the consumers.

5. Memory recall is weak, even when footage clearly indicates something was “noted” – Time and again, footage clearly proved that the consumer looked directly at something, yet had no memory of it afterwards. Even more extreme, consumers also failed to recall certain actions that they physically completed during their routine. The dynamic video and audio captures prove to be a crucial component of understanding consumers.

Overall, this research innovation has transformed our client’s  research methodologies across a range of business questions. We are now in the process of scaling the methodology globally across categories and regions. It is considered an important next wave in the future of research: a true breakthrough to finally understand the opportunities in the gap between what consumers SAY versus what they actually DO at scale.

weseethrough tackles this long standing challenge by leveraging the latest advances in wearable technology and an innovative video indexing platform. By using Google Glass, weseethrough programmed advanced applications to automatically trigger interactions with participants through the glasses during the research. The responses were then processed through our innovative video indexing platform, enabling video as a scalable research technique.

Deb Hennessy
Prize Sponsors
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