Tag Archives: eye tracking

Nonconscious Impact Measurement #IIeX 

Live note taking at #IIeX in Atlanta. Any errors or bad jokes are my own

The politics of emotion and reason by Aaron Reid

  • Some ads saw Bernie decrease his positives and Hillary decrease her negatives
  • During election years, people remember new products much less, it’s usually 60% but in those years it’s 30%; how do you touch people in those years – things like puppy monkey baby help 
  • 40 million online plays, 750 000 social actions, 6% of share of Super Bowl social ads, women less likely to like, millenial males loved it
  • How do you measure nonconscious associations – millisecond timing of swipes on a computer screen can be used
  • When implicit is added to measurements, social contagion correlations increase a lot from .3 to .6 has been seen
  • Implicit measures captures something unique
  • Predicting sales volumes of tables to cereal to soda, have seen r square go up to .9


An insights introspective: einstein’s definition of insanity and the future of consumer insight by Randy Adis and Andrew Baron

  • Problem solving requires new approaches, what should we be doing differently
  • Most companies are traditional market researchers or business contributors, only 10% are strategic insights or insights as so competitive advantage companies; we are still order takers
  • We used to have bigger teams and more funding but now smaller teams are asked to do more work
  • We used to get the time we needed and now everything is a fire
  • We used to have control over our funding but now MR reports to marketing and the CMO who determine our priorities 
  • Now we’re asked to know many kinds of research
  • Clients expect to do more data analytics, data integration, digital ad optimization, customer experience, path to purchase, digital focus groups
  • Small data is the new big data, big data train has been running for a while and we are losing touch with our consumers
  • Prediction without why means you are less likely to be able to repeat things
  • If you don’t like change, you’ll like irrelevance a lot less
  • Now we must be a scientist/sleuth, marketer who understands the problems, salesperson who can overcome inertia, champion/advocate to institutionalize something in an organization, strategist to help marketers figure out what to do with insights, brand steward
  • Humans are not fully conscious of their decisions, most often we think system 1 fast, law of least effort
  • People are accustomed to having an answer for thing seven if they don’t know the answer
  • Are you doing enough semiotics, ethnography, neuroscience (fmri, eeg), biometrics, predictive markets, implicit tests, metaphor elicitation – add a picture of a brain scan to anythign and believe ar Elmore likely to believe it


Future of advertising is the brain – why branded content’s success will be driven by neuroscience by Kevin Keane

  • 500 million people block mobile ads, 80% want to skip TV commercials, 80% mute online video
  • [my thoughts if anyone cares, if they put only one or two ads on a page I wouldn’t care. Bunches of videos flashing in my face like confetti R simply scream download an ad blocker]
  • Branded content is ready to take over
  • In 1860s wine companies sponsored theatre shows and stars
  • John Oliver went to town on native advertising recently {I’ll have to find that!}
  • Projected to grow to 25 billion in just a few years, hard to say where it is now or where it will be but it will be huge growth
  • More advertisers are turning into publishers
  • Content marketing is the only marketing left – Seth godin
  • Best branded content always provides value by understanding the user’s need and addresses those needs
  • Execution is a separate issue – can do meaningless content like Wayne’s World holding a Pepsi in front of his face or CocaCola on American Idol
  • The Achilles heel is measurement
  • Advertisers want to connect with consumers but need proof of that connection
  • Publishers need to grow audiences not alienate them and they need ad money
  • Consumers have near infinite amount of choice, competition for attention is fierce, hello facebook!
  • Enter neuroscience
  • Cools light wanted lots of brand on screen, TSN didn’t want so much bran on screen to be more authentic – what is the right way to do it
  • Best sports had the brand elements on screen, need to integrate the brand meaningfully, branded content outperformed, authentic stuff works a lot better
  • RBC did a 20 episode content where the didn’t reveal the brand until the 12th episode – double digit improvements
  • Brands were too nervous to move forward with a new paradigm without seeing neuroscience data


Strategic brand meaning management: aligning associations, metaphors and emotions for enduring brand relationships by Anders Bengtsson and Roberto Cymrot

  • We buy brands for what they mean not just waht they do
  • The worlds most successful brands manage brand meaning
  • CocaCola is moving to a single brand advertising for efficiencies, Coke Zero is ten years old and this could be risky for them to lose ads that are simply Coke Zero ads
  • Respondents need only a few minutes, can be done on mobile, pose a question like consider a person who drives this brand, select an image that describes that person, then ask people to describe the image and interpret the image
  • From it see emotions, personality traits, associations, attributes
  • Let’s them see functional attributes that trigger emotions
  • Can leverage the imagery in image clouds
  • Mercedes gets images of horse, golf clubs, mansions, a certain type of old money status, country club, classic people, established 
  • BMB gets mountain climbing, socializing, adventurous, roller coaster, a certain type of new money and a different type of person altogether – Bsuiness people, urban professional, young and successful, confidence entrepreneur 

Eye Tracking in Survey Research #AAPOR 

Moderator: Aaron Maitland, Westat; Discussant: Jennifer Romano Bergstrom, Facebook 

Evaluating Grid Questions for 4th Graders; Aaron Maitland, Westat

  • Used to study cognitive processing
  • Does processing of questions change over the survey period
  • 15 items, 5 content areas about learning, school, tech in school, self-esteem
  • 15 single items and 9 grid items
  • Grid questions are not more difficult, only first grid takes extra consideration//fixation
  • Double negatives have much longer fixation, so did difficult words
  • Expressed no preference for one type of question


Use of Eye-tracking to Measure Response Burden; Ting Yan, Westat Douglas Williams, Westat

  • Normally consider length of interview, or number of questions or page; but these aren’t really burden
  • Attitudes are a second option, interest, importance, but that’s also not burden; Could ask people if they are tired or bored
  • Pupil dilation is a potential measure, check while they recall from memory, pay close attention, thinking hard, these things are small and involuntary; related to memory load
  • 20 participants, 8 minute survey, 34 target questions, attitude and behavioural questions, some hard or easy
  • Asked self reported burden on 4 items – how hard is this items, how much effort did it take to answer this
  • Measured pupil diameter at each fixation, base diameters differ by person, they used dilation instead, used over a base measure, percentage over a base, average dilation and peak dilation
  • Dilation greater for hard questions, peak 50% larger for hard questions, statistically significant though raw number seems very small
  • Could see breakoffs on the questions with more dilation 
  • Sometimes not consistent with breakoffs
  • Self report did correlate with dilation 
  • Can see people fixate on question many times and go back and forth from question to answer
  • Question stems caused more fixation for hard questions 
  • Eye tracking removes bias of self report, more robust
  • Can we use this to identify people who are experiencing too much burden [imagine using this during an interview, you could find out which candidates were having difficult answering questions]



The Effects of Pictorial vs. Verbal Examples on Survey Responses; Hanyu Sun, Westat; Jonas Bertling, Educational Testing Service Debby Almonte, Educational Testing Service

  • Survey about food, asked people how much they eat of each item
  • Shows visual or verbal examples 
  • Measured mean fixation
  • Mean fixation higher for pictorial in all cases, more time on pictures than the task, Think it’s harder when people see the pictures [i’d suggest the picture created a limiting view of the product rather than a general view of ‘butter’ which makes interpretations more difficult]
  • No differences in the answers
  • Fixation times suggests a learning curve for the questions, easier over time
  • Pictorial requires more effort to respond 


Respondent Processing of Rating Scales and the Scale Direction Effect; Andrew Caporaso, Westat

  • Some people suggest never using a vertical scale
  • Fixation – is pausing
  • Saccades – is the rapid movement between pausing
  • Respondents don’t always want to tell you they’re having trouble
  • 34 questions, random assignment of scale direction
  • Scale directions didn’t matter much at all
  • There may be a small primacy effect with a longer scale, lower education may be more susceptible 
  • Fixations decreased over time
  • Top of scale gets most attention, bottom gets the least [so, people figuring out what the scale it, you don’t need to read all five options once you know what the first one particuarly for an agreement scale. Where people can guess all the answers from the first answer. ]

Radical Market Research Idea #7: Participate in an untrusted methodology #MRX

If you get right down to it, I’m a quant. My history is with surveys and quantitative social media research. I have little experience with focus groups or neuroscience or eye tracking or many other respected and mistrusted methodologies. I can criticize the heck out of any of them but then, it really wouldn’t be fair.

But market researchers love to criticize. That’s what the test control design is set up to do. Prove and disprove based on logic and facts. So we criticize methodologies we aren’t familiar with even when we don’t have the facts. Are you one of the people who’s lambasted focus groups for their lack of generalizability? Have you laughed neursocience studies off the stage for their hocus pocus?

If you’ve never participated in a focus group, commission one now. Participate in the sampling, help write the discussion guide, help lead a group, help write up the results. See for yourself the good and bad that can come from it. Compare the results with those that come from the good and bad of the method you’re most familiar with. Learn something new. Try something new for once. Radical?

 

My Tobii demo, I FINALLY get to try eyetracking! #TMRE #MRX

If you follow my tweets at all, you know I’ve been itching to try out some eyetracking software. Tobii finally gave me the chance to do that at the TMRE. Below are two videos. The first is me watching the commercial, kindly filmed by the Tobii folks. The second is the result of my viewing where you can see what my eyeballs focused on as I watched the commercial. Very neat stuff!

What do people look at on store shelves? On magazine ads? On car dashboards? In the candy store? On the shelf of 18 pies…. Wait… It’s lunch time🙂

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