iMotions - Attention Tool Eye Tracking Software - METHODOLOGIES

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BEYOND EYE TRACKING™

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METHODOLOGY APPROACH - SAMPLES CASES
EYE TRACKING / READING METRICS / EMOTION METRICS

EMOTION METRICS Emotional Activation

PACKAGING / PRINT
+ ?

Questionnaire

EYE TRACKING METRICS Spotlight Highlight

EMOTION METRICS EYE TRACKING METRICS

TV Cell A
Cell B + ?
Emotional Activation Bee Swarm + Rubber Bands

EYE TRACKING METRICS

SHELF

Spotlight Highlight

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METHODOLOGY APPROACH - TV ADVERTISEMENT

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METHODOLOGY APPROACH - TV ADVERTISEMENT ANALYSIS

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

EMOTION METRICS EYE TRACKING METRICS

Cell A
Cell B + ?
Emotional Activation Bee Swarm + Rubber Bands

Representative frame of each scene 30 second TV Ad

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

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NEW Product feature and seen more than 75%
EYE TRACKING METRICS:
Product feature and not seen between 50% & 75% Males Females
Bee Swarm - Rubber Bands
Product not feature between 25% & 50%

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Males Females
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EMOTION METRICS:
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Emotional Activation Curve
This graph states the Arousal level 4
each scene produces with the consumer
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2

1

Arousal

- - - - -
NEW
Branding
Product seen / not seen

EYE TRACKING METRICS:
Bee Swarm - Rubber Bands

75%

Attention
% Total viewers
50%

25%

? Cognitive Interpretation

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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.

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METHODOLOGY APPROACH - PACKAGING

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Background & Objectives
You have 5 different package designs of a new product and you want to choose which one to launch to market.


+ ?
Target segment
Cell: 60 people (30 M / 30 F)
Questionnaire

Shelf testing EYE TRACKING METRICS Spotlight Highlight

5 New Packaging Proposals

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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

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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)

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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% 5
8% 5
Sugar free (gum) 6% 8

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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.

Spotlight analysis Highlight analysis
Hardware setup

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? 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

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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

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METHODOLOGY APPROACH - PRINT ADVERTISEMENT

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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.



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) = Branding & Communication measurement

3. Questionnaire = Cognitive interpretation of the package

= Winning Proposal

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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

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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 FIJI = 4.7 IBIZA = 1.4 MILAN = 5.5

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

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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

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? 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
Cognitively, the respondents prefer
Brand familiarity
to be pampered than to go shopping.
Brand associations
Purchase intent
Perceived quality

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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

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METHODOLOGY APPROACH - SHELVE / SPACE MANAGEMENT

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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.


EYE TRACKING METRICS EYE TRACKING METRICS

Spotlight Highlight Spotlight Highlight

EYE TRACKING METRICS (Spotlight & Highlight) = Branding & Communication measurement

“Configuration 1”: Fusion group of products on Top shelf “Configuration 2”: V6 group of products on Top shelf

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

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Highlight

Fusion at the top V6 at the top
HIGHLIGHTS
(Time spent) (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.

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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


iMotions - Attention Tool Eye Tracking Software - METHODOLOGIES

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