Merck Showcase – Eye tracking, Values, and Navigating Controversy #IIeX 


Live notetaking at the #IIeX conference in Atlanta. Any errors or bad jokes are my own.
Unlocking consumer insights: Navigating controversy using behavioural sciences to change  the conversation by Lee Carter  and Lisa Courtade

  • Crises are always around us, there is no time to think, we’re always under pressure to think and act immediately
  • It’s never been more difficult to be heard. If you don’t tell the story, someone else will. And they might tell it negatively. 
  • Just because you are right does not mean people will believe you. And often, the facts just don’t matter.
  • We’re always on the defensive. Our attempts to correct the record fail. 
  • Crises are emotional and our messages should be emotional as well. We must engage people before we can persuade them.
  • Just because the message makes US feel better doesn’t mean it’s the right message
  • Impact – how personal and emotional is the impact, what are the priorities that are impacted. What is the impact of healthcare, the soda tax to me personally.
  • Values – what beliefs and fears does the issue raise, what underplaying moral foundation is at play. 
  • Language – what language and rhetoric is being and could be used to address the issue
  • Show people you understand why they are upset, show you want the same things they want, show you’re doing something about it, show there’s always room for improvement
  • This can’t take 18 days like it did for United Air, that hurt the entire airlin industry not just them
  • Messaging is rarely prepared in advance. This slows our response time which is damaging. 
  • We need to be in hero mode, not react mode.

Unlocking insight to foster innovation: a values link journey by Andy Ford and Steve Schafer, Brado Creative Insight

  • Learning interesting things is not insight – insight is fresh intimate understanding that has the power to genuinely change behaviour 
  • “I never knew I always wanted this” this is insight. You can only get to insight with empathy.
  • Need to understand values first so take the time to truly understand the consumer, interview theme to understand who they are and WHY they think what they think
  • How does KFC become a breakfast destination? [I am totally open to chicken and waffles 🙂 ]
  • There are key drivers for breakfast – “my time”. The “first bite” needs to be familiar flavours, smells, and textures, a multi sensory experience to set the tone for the rest of the day. 
  • Consumers want a craveable first bite of breakfast but it still has to be familiar. [I think these people are way more into breakfast than I am. Wow.]

Unlocking attention: how eye tracking is boldly going where no market researchers have gone before by Mike Bartels, Tobii Pro

  • Eye trackers used to be stationary and invasive. Now, they’re just a pair of glasses.
  • Why study visual attention – 50% of all neural tissue is related to vision
  • Eye tracking applies to attention in the workplace, training and skill transfer, fatigue and workload analysis, efficiently and error reduction [this is huge for air traffic control and other high stress jobs that have people’s lives on the line]
  • Use eye tracking along with augmented reality so you can test visibility of retail locations
  • You can learn how much people are actually reading messaging or just taking note of the messaging
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