iMotions - Attention Tool Eye Tracking Software - METHODOLOGIES

CONFIDENTIAL BEYOND EYE TRACKING™

®

METHODOLOGY APPROACH - SAMPLES CASES

EYE TRACKING / READING METRICS / EMOTION METRICS

EMOTION METRICS

Emotional Activation

+

PACKAGING / PRINT

? Questionnaire

EYE TRACKING METRICS

Spotlight

EYE TRACKING METRICS

EMOTION METRICS

TV

Highlight

+

Cell B

Cell A

?

Bee Swarm + Rubber Bands

Emotional Activation

EYE TRACKING METRICS

SHELF Spotlight

Highlight

© iMotions - Emotion Technology A/S • Denmark, India, USA • www.imotionsglobal.com Redistribution is not permitted without written permission from iMotions. “iMotions’ trademarks” are registered trademarks of iMotions - Emotion Technology A/S in the US and EU.

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CONFIDENTIAL

BEYOND EYE TRACKING™

®

METHODOLOGY APPROACH - TV ADVERTISEMENT

EYE TRACKING / READING METRICS / EMOTION METRICS

© iMotions - Emotion Technology A/S • Denmark, India, USA • www.imotionsglobal.com Redistribution is not permitted without written permission from iMotions. “iMotions’ trademarks” are registered trademarks of iMotions - Emotion Technology A/S in the US and EU.

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CONFIDENTIAL BEYOND EYE TRACKING™

®

METHODOLOGY APPROACH - TV ADVERTISEMENT ANALYSIS

EYE TRACKING / READING METRICS / EMOTION METRICS

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 EYE TRACKING METRICS

EMOTION METRICS

Representative frame of each scene

Cell A: 60 people each (30 M / 30 F) / Young & Old

?

Bee Swarm + Rubber Bands

Emotional Activation

Target segment

+

Cell B

Cell A

30 second TV Ad

Cell B: 60 people each (30 M / 30 F) / Young & Old

© iMotions - Emotion Technology A/S • Denmark, India, USA • www.imotionsglobal.com Redistribution is not permitted without written permission from iMotions. “iMotions’ trademarks” are registered trademarks of iMotions - Emotion Technology A/S in the US and EU.

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CONFIDENTIAL BEYOND EYE TRACKING™

®

METHODOLOGY APPROACH - TV ADVERTISEMENT ANALYSIS

EYE TRACKING / READING METRICS / EMOTION METRICS

NEW

EYE TRACKING METRICS: Bee Swarm - Rubber Bands

Product feature and seen

more than 75%

Product feature and not seen

between 50% & 75%

Product not feature

between 25% & 50%

Males

Females

© iMotions - Emotion Technology A/S • Denmark, India, USA • www.imotionsglobal.com Redistribution is not permitted without written permission from iMotions. “iMotions’ trademarks” are registered trademarks of iMotions - Emotion Technology A/S in the US and EU.

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CONFIDENTIAL BEYOND EYE TRACKING™

®

METHODOLOGY APPROACH - TV ADVERTISEMENT ANALYSIS

EYE TRACKING / READING METRICS / EMOTION METRICS

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Males

Females

8 7 6

EMOTION METRICS: Emotional Activation Curve This graph states the Arousal level each scene produces with the consumer

5 4 3 2 1 Arousal

NEW

Branding Product seen / not seen

-

-

- - -

EYE TRACKING METRICS: Bee Swarm - Rubber Bands

75%

Attention % Total viewers 50%

25%

?

Cognitive Interpretation

© iMotions - Emotion Technology A/S • Denmark, India, USA • www.imotionsglobal.com Redistribution is not permitted without written permission from iMotions. “iMotions’ trademarks” are registered trademarks of iMotions - Emotion Technology A/S in the US and EU.

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CONFIDENTIAL BEYOND EYE TRACKING™

®

METHODOLOGY APPROACH - TV ADVERTISEMENT ANALYSIS

EYE TRACKING / READING METRICS / EMOTION METRICS

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:

‣ 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.

‣ Use the woman ability to create emotional activation to grab attention as she generates considerable more emotional activation than the man.

‣ 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.

‣ The people and their faces get the attention of the respondent, not the rest, including the “flying bubbles”. ‣ The “flying bubbles” are basically not seen throughout the ad. They distribute the attention of the respondent preventing the attention on the main messages.

‣ The shot of the inside of the chewing gum (frame 3) gets the lowest Emotional Involvement of all the ad.

© iMotions - Emotion Technology A/S • Denmark, India, USA • www.imotionsglobal.com Redistribution is not permitted without written permission from iMotions. “iMotions’ trademarks” are registered trademarks of iMotions - Emotion Technology A/S in the US and EU.

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CONFIDENTIAL

BEYOND EYE TRACKING™

®

METHODOLOGY APPROACH - PACKAGING

EYE TRACKING / READING METRICS / EMOTION METRICS

© iMotions - Emotion Technology A/S • Denmark, India, USA • www.imotionsglobal.com Redistribution is not permitted without written permission from iMotions. “iMotions’ trademarks” are registered trademarks of iMotions - Emotion Technology A/S in the US and EU.

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CONFIDENTIAL BEYOND EYE TRACKING™

®

METHODOLOGY APPROACH - PACKAGING

EYE TRACKING / READING METRICS / EMOTION METRICS

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

EMOTION METRICS

Emotional Activation

+

Target segment

?

Cell: 60 people (30 M / 30 F) Questionnaire

Shelf testing

EYE TRACKING METRICS

Spotlight

Highlight

5 New Packaging Proposals

© iMotions - Emotion Technology A/S • Denmark, India, USA • www.imotionsglobal.com Redistribution is not permitted without written permission from iMotions. “iMotions’ trademarks” are registered trademarks of iMotions - Emotion Technology A/S in the US and EU.

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CONFIDENTIAL BEYOND EYE TRACKING™

®

METHODOLOGY APPROACH - PACKAGING

EYE TRACKING / READING METRICS / EMOTION METRICS

1. Emotional Activation (Arousal) = Stopping power / Ability to grab attention 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.

5 New Packaging Proposals

Hardware setuo

-

✓

-

-

✓

to next step

© iMotions - Emotion Technology A/S • Denmark, India, USA • www.imotionsglobal.com Redistribution is not permitted without written permission from iMotions. “iMotions’ trademarks” are registered trademarks of iMotions - Emotion Technology A/S in the US and EU.

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CONFIDENTIAL BEYOND EYE TRACKING™

®

METHODOLOGY APPROACH - PACKAGING

EYE TRACKING / READING METRICS / EMOTION METRICS

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)

© iMotions - Emotion Technology A/S • Denmark, India, USA • www.imotionsglobal.com Redistribution is not permitted without written permission from iMotions. “iMotions’ trademarks” are registered trademarks of iMotions - Emotion Technology A/S in the US and EU.

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CONFIDENTIAL BEYOND EYE TRACKING™

®

METHODOLOGY APPROACH - PACKAGING

EYE TRACKING / READING METRICS / EMOTION METRICS

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

Tropical (T)

Watermelon (W)

HIGHLIGHTS

T (Time spent)

W (Time spent)

T (View order)

W (View order)

Stimorol

5%

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%

Sugar free (gum)

6%

8%

5 8

5

© iMotions - Emotion Technology A/S • Denmark, India, USA • www.imotionsglobal.com Redistribution is not permitted without written permission from iMotions. “iMotions’ trademarks” are registered trademarks of iMotions - Emotion Technology A/S in the US and EU.

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CONFIDENTIAL BEYOND EYE TRACKING™

®

METHODOLOGY APPROACH - PACKAGING

EYE TRACKING / READING METRICS / EMOTION METRICS

2.b Eye Tracking (Spotlight & Highlight) = Branding & Communication measurement / Shelf analysis 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.

Hardware setup

Spotlight analysis

Highlight analysis

© iMotions - Emotion Technology A/S • Denmark, India, USA • www.imotionsglobal.com Redistribution is not permitted without written permission from iMotions. “iMotions’ trademarks” are registered trademarks of iMotions - Emotion Technology A/S in the US and EU.

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CONFIDENTIAL BEYOND EYE TRACKING™

®

METHODOLOGY APPROACH - PACKAGING

EYE TRACKING / READING METRICS / EMOTION METRICS

?

3. Questionnaire = Cognitive interpretation of the package This step will give you insights to what the consumer thinks consciously about the specific packages.

Questions about: Recall Brand familiarity Brand associations Purchase intent Perceived quality

?

© iMotions - Emotion Technology A/S • Denmark, India, USA • www.imotionsglobal.com Redistribution is not permitted without written permission from iMotions. “iMotions’ trademarks” are registered trademarks of iMotions - Emotion Technology A/S in the US and EU.

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CONFIDENTIAL BEYOND EYE TRACKING™

®

METHODOLOGY APPROACH - PACKAGING

EYE TRACKING / READING METRICS / EMOTION METRICS

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 The Watermelon package is better than the Tropical package:

‣ Better branding ‣ Better hierarchy of brand communication elements ‣ Better distribution / order of brand communication elements ‣ Higher emotional activation / stopping power For case studies go to http://www.imotionsglobal.com/Case+Study

© iMotions - Emotion Technology A/S • Denmark, India, USA • www.imotionsglobal.com Redistribution is not permitted without written permission from iMotions. “iMotions’ trademarks” are registered trademarks of iMotions - Emotion Technology A/S in the US and EU.

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CONFIDENTIAL

BEYOND EYE TRACKING™

®

METHODOLOGY APPROACH - PRINT ADVERTISEMENT

EYE TRACKING / READING METRICS / EMOTION METRICS

© iMotions - Emotion Technology A/S • Denmark, India, USA • www.imotionsglobal.com Redistribution is not permitted without written permission from iMotions. “iMotions’ trademarks” are registered trademarks of iMotions - Emotion Technology A/S in the US and EU.

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CONFIDENTIAL BEYOND EYE TRACKING™

METHODOLOGY APPROACH - PRINT ADVERTISEMENT

® EYE TRACKING / READING METRICS / EMOTION METRICS

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

EMOTION METRICS

Emotional Activation

Target segment

+

Cell: 60 people (30 M / 30 F)

? Questionnaire

EYE TRACKING METRICS

Spotlight

Highlight

1. EMOTION METRICS (Emotional Activation)

a. Arousal = Stopping power / Ability to grab attention b. Comparative Matrix

METRICS

2. EYE TRACKING METRICS (Spotlight & Highlight) 3. Questionnaire =

=

= Branding & Communication measurement

Cognitive interpretation of the package

Winning Proposal

© iMotions - Emotion Technology A/S • Denmark, India, USA • www.imotionsglobal.com Redistribution is not permitted without written permission from iMotions. “iMotions’ trademarks” are registered trademarks of iMotions - Emotion Technology A/S in the US and EU.

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CONFIDENTIAL BEYOND EYE TRACKING™

METHODOLOGY APPROACH - PRINT ADVERTISEMENT

® EYE TRACKING / READING METRICS / EMOTION METRICS

1.a Emotional Activation (Arousal) = Stopping power / Ability to grab attention 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.

PARIS = 3.7

-

RIO = 4.0

?

FIJI = 4.7

IBIZA = 1.4

MILAN = 5.5

-

✓

✓ to next step

© iMotions - Emotion Technology A/S • Denmark, India, USA • www.imotionsglobal.com Redistribution is not permitted without written permission from iMotions. “iMotions’ trademarks” are registered trademarks of iMotions - Emotion Technology A/S in the US and EU.

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CONFIDENTIAL BEYOND EYE TRACKING™

METHODOLOGY APPROACH - PRINT ADVERTISEMENT

® EYE TRACKING / READING METRICS / EMOTION METRICS

1.b Emotional Activation (Arousal); Comparison Matrix 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.

PARIS = 3.7

RIO = 4.0

Pairwise Comparison Matrix H0 accepted = similar to each other H0 rejected = significantly different

FIJI = 4.7

IBIZA = 1.4

-

✓

MILAN = 5.5

✓

60_PARIS

50_RIO

54_FIJI

56_IBIZA

59_MILAN

60_PARIS

H0 accepted

H0 accepted

H0 accepted

H0 rejected

H0 rejected

50_RIO

H0 accepted

H0 accepted

H0 accepted

H0 rejected

H0 rejected

54_FIJI

H0 accepted

H0 accepted

H0 accepted

H0 rejected

H0 accepted

56_IBIZA

H0 rejected

H0 rejected

H0 rejected

H0 accepted

H0 rejected

59_MILAN

H0 rejected

H0 rejected

H0 accepted

H0 rejected

H0 accepted

© iMotions - Emotion Technology A/S • Denmark, India, USA • www.imotionsglobal.com Redistribution is not permitted without written permission from iMotions. “iMotions’ trademarks” are registered trademarks of iMotions - Emotion Technology A/S in the US and EU.

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CONFIDENTIAL BEYOND EYE TRACKING™

®

METHODOLOGY APPROACH - PRINT ADVERTISEMENT

EYE TRACKING / READING METRICS / EMOTION METRICS

2. Eye Tracking (Spotlight & Highlight) = Branding & Communication measurement 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

TO NEXT STEP

Hardware setuo Highlight analysis

© iMotions - Emotion Technology A/S • Denmark, India, USA • www.imotionsglobal.com Redistribution is not permitted without written permission from iMotions. “iMotions’ trademarks” are registered trademarks of iMotions - Emotion Technology A/S in the US and EU.

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CONFIDENTIAL BEYOND EYE TRACKING™

®

METHODOLOGY APPROACH - PRINT ADVERTISEMENT

EYE TRACKING / READING METRICS / EMOTION METRICS

?

3. Questionnaire = Cognitive interpretation of the package This step will give you insights to what the consumers think consciously about the specific ads.

✓ Questions about: Recall Brand familiarity Brand associations Purchase intent Perceived quality

?

Cognitively, the respondents prefer to be pampered than to go shopping.

© iMotions - Emotion Technology A/S • Denmark, India, USA • www.imotionsglobal.com Redistribution is not permitted without written permission from iMotions. “iMotions’ trademarks” are registered trademarks of iMotions - Emotion Technology A/S in the US and EU.

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CONFIDENTIAL BEYOND EYE TRACKING™

®

METHODOLOGY APPROACH - PRINT ADVERTISEMENT

EYE TRACKING / READING METRICS / EMOTION METRICS

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

For case studies go to http://www.imotionsglobal.com/Case+Study

© iMotions - Emotion Technology A/S • Denmark, India, USA • www.imotionsglobal.com Redistribution is not permitted without written permission from iMotions. “iMotions’ trademarks” are registered trademarks of iMotions - Emotion Technology A/S in the US and EU.

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CONFIDENTIAL

BEYOND EYE TRACKING™

®

METHODOLOGY APPROACH - SHELVE / SPACE MANAGEMENT

EYE TRACKING / READING METRICS / EMOTION METRICS

© iMotions - Emotion Technology A/S • Denmark, India, USA • www.imotionsglobal.com Redistribution is not permitted without written permission from iMotions. “iMotions’ trademarks” are registered trademarks of iMotions - Emotion Technology A/S in the US and EU.

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CONFIDENTIAL BEYOND EYE TRACKING™

®

METHODOLOGY APPROACH - SHELVE / SPACE MANAGEMENT

EYE TRACKING / READING METRICS / EMOTION METRICS

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

EYE TRACKING METRICS

EYE TRACKING METRICS

Spotlight

Spotlight

Highlight

EYE TRACKING METRICS (Spotlight & Highlight) “Configuration 1”: Fusion group of products on Top shelf

Target segment

Cell A: 60 people each (30 M / 30 F)

Highlight

= Branding & Communication measurement

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

Cell B: 60 people each (30 M / 30 F)

© iMotions - Emotion Technology A/S • Denmark, India, USA • www.imotionsglobal.com Redistribution is not permitted without written permission from iMotions. “iMotions’ trademarks” are registered trademarks of iMotions - Emotion Technology A/S in the US and EU.

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CONFIDENTIAL BEYOND EYE TRACKING™

®

METHODOLOGY APPROACH - SHELVE / SPACE MANAGEMENT

EYE TRACKING / READING METRICS / EMOTION METRICS

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%

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.

Insight: Discount groceries divider gets attention & is looked at by approximately 75% of the respondents.

© iMotions - Emotion Technology A/S • Denmark, India, USA • www.imotionsglobal.com Redistribution is not permitted without written permission from iMotions. “iMotions’ trademarks” are registered trademarks of iMotions - Emotion Technology A/S in the US and EU.

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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. Check more on www.imotionsglobal.com

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