Data collection methods: Eye-tracking, visibility

 

Research into the usefulness of neuroscience-based research has led Millward Brown to formulate questions addressing its appropriateness in specific situations, such as: 'Does the method tell us some

Studies show that emotional facial expression is universally communicated and understood across all human cultures. Emotions on the face can be less than a second in duration - termed 'microexpression

The eyes offer a window into the subconscious mind, which can be observed and recorded with great accuracy with modern eye trackers. Because eye tracking involves quantifiable measures, reliable stati

Many organisations have big questions that are not tackled head on as they seem to be beyond the reach of research. This presentation will illustrate how new technology, combined with partnership work ...

Online advertising and marketing is still relatively new, and measuring effectiveness and understanding consumer reactions is correspondingly nascent. The industry (clients and agencies) have accepted ...

This paper describes an eye-tracking study into product placement, conducted by TV Azteca in Mexico. It evaluated the visual impact of brands and products in different genres of TV shows, in order to ...

This article argues that an integrated and holistic approach to research should be used for campaign development and evaluation. Brand awareness does not always lead to improved sales performance, and ...

This paper details sport eye tracking research carried out by Havas Media and Havas Sports in order to identify whether brands are receive attention from TV viewers during sports broadcasts. Among the ...

This paper employs the latest technology to better understand the relationship between what people say they watch versus what they actually watch during product placement segments of TV programmes. It ...

This paper describes Emotion ToolTM, a measurement method based on eye-tracking that makes it possible to measure immediate unconscious and uncontrollable emotional responses before they are cognitive ...

This paper provides key learnings of 'Parentesi', the project led by P&G Italy and 'Acqua e Sapone', the Italian drug specialist leader. The project aimed to design and to implement a new in store lay ...

If the mantra is “Unseen is Unsold” then the question must be “Am I being seen?” The environment in which brands and advertising compete for the attention of consumers is more cluttered than ever befo ...

This paper will argue that eye tracking has a place in usability research. As part of bringing the consumer into the heart of the website design process, the use of eye tracking technology has now evo ...

Publishers and advertisers alike are focused on ad effectiveness on the Internet. Recently, CNET News.com commissioned EyeTracking, Inc. (ETI) to conduct a rigorous research investigation about the im ...

The author describes how his company, Lab6.two.4, assesses the effectiveness of web sites by using an innovative eye-tracking analysis combined with more traditional attitude research.