Adobe EyeTrackProposal

PRE-TEST

12011 © EyeTrackShop All Rights Reserved. Confidential and Proprietary

Website and Print Studyfor Adobe

Research Proposal – January 2012Presented By: Kerry Inserra, VP Client Services, Eyetrackshop

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22011 © EyeTrackShop, Inc. All Rights Reserved. Confidential and

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BACKGROUND AND RESEARCH OBJECTIVES

Background: Adobe wants to use EyeTrackShop’s patented biometric eye

tracking methodology to test website ad effectiveness and print ad effectiveness in order to discover strengths and weaknesses in terms of visual effectiveness.

Research Objectives: Test and pinpoint strengths and weaknesses in terms of

visual effectiveness between various Adobe products within website or print ad environment.

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Three Ways Adobe Will Stimulate ROIand Lead Gen With EyeTrackShop

• 1. Test and Target-Early AB testing (prior to launch) to retrieve objective data and intel on what consumers see and don’t see (pre-test online ads and/or print ads)-scientific validation (no opinions or guesswork)

• 2. Determine if your creative is working functionally and delivering high impact messaging; How do colors, size, messaging, spatial layout, entice or compel a consumer into action- intent to purchase ?

• 3. Accelerate client revenue growth by uncovering and highlighting creative, branding, or ad messaging inefficiencies that will help improve campaign performance-will this ad be relevant to intended target audience? Is intent to purchase strong?

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42011 © EyeTrackShop All Rights Reserved. Confidential and Proprietary

CONTENT OF THIS PRESENTATION

• EYETRACKSHOP proposes a monadic approach in which the website or banner ad is tested and/or print ad is tested using one testing group per segment.

• The results guarantee 20-30 quality eye tracking recordings in each test group, see methodology and output on slide 5-7

• Investment Breakdown, see slides 10-11

• Results are compiled in a comparative report, see sample reports on slides 12-15 and 16-22.

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Respondents receive a mail on their web cam equipped computer…

…and given easy on-screen information and instructions

…we send it to the respondents anywhere in the world

2

3 4

ETS builds mock-up of the package to be tested 1

METHODOLOGY

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…the survey ends with a short questionnaire

6

7 8

5 Respondent are asked to permit ETS access to the web cam…

…and are guided into position with easy on-line tools…

The stimuli is presented on the screen and respondent’s gaze is recorded

METHODOLOGY

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CLIENT

RESPONDENT

EYETRACKSHOP

Adobe Submits: • Stimuli• Screening criteria

regarding target audience(s).

Respondent• Receives test link • Gives permission

to activate webcam after which his /hers eyes are calibrated

• Performs the test during which his/hers gaze is tracked. EyeTrackShop:

• Receives the data

• Pupil features are detected through patented algorithms

• Hereafter follows a manual quality check and supervision

Respondents are rewarded by panel exchange companies.

EyeTrackShop: • Report is

automatically generated and compared to benchmark database

• Manually analysis of the results

Adobe receives the report with:• Heat maps• Key Biometrics

on Visualization Effectiveness

EyeTrackShop: • Builds the

test(s)

Step 1 Step 5 Step 6

7

Step 2 Step 3 Step 4

Stimuli Collection & Building Test

Sampling & Test goes live

Respondents take the test

Eye Tracking Data Analysis

Report Generation & Benchmark Comparison

Delivery of Report to Client

EyeTrackShop: • Recruits

respondents via panel exchange companies

• Goes live with the test

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2011 © EyeTrackShop, Inc. All Rights Reserved. Confidential and Proprietary 8

HEAT & OPACITY MAPVisualization of attention levels

SEEN AOIPercentage of the respondents that look at certain areas of interest

VISIT DURATIONTime spent on different areas of interest

TIME TO FIRST FIXATIONHow quickly does an area attract respondents’ attention?

FIXATION ORDERIn what order do respondents look at the different elements?

Biometrics on Visualization Effectiveness

1

24

5

3

87

6

DELIVERABLES

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EyeTrackShop’s Benchmark Database

All key metrics are benchmarked to EyeTrackShop’s Benchmark Database

All stimuli tagged on variables, e.g.

• Ad format/placement• Media• Product/Sub Brand• Branding vs. Direct response• Ad content/design, eg:

• Person(s) in picture• Product in picture• Price in ad• Logotype position• Heading size

• Date, time for survey

Eye tracking Metrics • Seen ad• Time to first fixation• Time on AOI• Fixation order

NormativeData base

Survey Question Statistics

• Brand recall• Message

understanding• Activation/intention

DELIVERABLES

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Visual Effectiveness ResearchYouTube-ClientOctober 2011

EXAMPLE REPORT FOR ILLUSTRATIVE PURPOSES

ONLY

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Less attention

2011 © EyeTrackShop, Inc. All Rights Reserved. Confidential and Proprietary

SEEN AD

AVERAGE TIME ON ADTIME TO FIRST FIXATION

61 %

1,02 s

2,72 s

100 %

1.85 s

0.65 s

Benchmark *

Result

AD RECALL

BRAND RECALL

31 %

58 %

60 %

97 %

Eye Tracking

Benchmark *

ResultQuestionnaire

-out of those who saw the ad

-out of those who saw the ad

More attention

Statistics For AdVisual Attention Pattern

* Benchmark, see method.

11

Example ReportFOR ILLUSTRATIVE PURPOSES ONLY


ONLY

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I have bought it before and will do so again

I have bought it before but will not do so again

I have not bought it before but will definitely do so

I have not bought it before but might do so

I have not bought it before and will not do so

Benchmark *

Result

25 %

7 %

6 %

73 %

13 %

0 %

31 % 10 %

40 % 3 %

Benchmark *

Result

Yes, in a positive way

Yes, in a negative way

No

24 %

7 %

71 %

27 %

0 %

73 %

Non buyers

Buyers

Intention(What is your relation to the

product/service in this ad

Opinion(Have you changed your opinion about

the advertiser after seeing this ad)



Relationship to content

Opinion change

12



ONLY

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Respondents are recruited from web panels and represents the target group. Respondents are rewarded for their participation by the panel company.

In the survey respondents are asked permission to access their web camera. Thereafter the respondents eye/web camera is calibrated. During the test the respondents gaze is tracked through the web camera.

Stimuli are shown at the respondents computer screen and respondents looks at them spontaneously. Stimuli are followed by an questionnaire where respondents answers by clicking in their answer.

Eye Tracking – in the respondents own environmentStimuli – shown on the respondents computer

Sample – through panel exchange companies


Study details

Media:

Advertiser:

Stimuli time:

Benchmark category:

Benchmark amount:

Research date:

No participants:

Method

Youtube

McDonalds

10,00 s

272

2011-09-22

SubChannel: Web Ad Search

Age

-18

19-24

25-34

35-49

50+

Male

Female

Gender

9 %

20 %

30 %

31 %

10 %

47 %

53 %

13

30



ONLY

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Visual Pre Test of Print Ad

EXAMPLE REPORT FOR ILLUSTRATIVE PURPOSES ONLY

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ZurichSeptember 2011


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OfficeSatellite

Wall Street Journal


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Visual Attention Pattern

Less attention More attention

OfficeSatellite


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SEEN LOGO

Advertisement statistics

52 %

1.5 s

TIME ON LOGO 1 s

TIME TO FIRST FIXATION

-out of those who saw the logo

-out of those who saw the logo

Satellite

50 %

0.5 s

7 s

Benchmark

Benchmark figures are from 155 ads within category Print

38 %

3 s

0.5 s

Office


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Fixation Order

Satellite Office

5

1

3

4

3

2

14

2

5


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Which of the following statements do you agree with about this advert?

Statements

It improves my opinion of the brand advertised

I would like to see the ad again some time

I have an increased interest in using the brand advertised

People like me would like this advert

It gives the feeling that what was said about brand was worthwhile

I would mention points / impressions from the ad in conversation

None of the above

Stimulus 1

Stimulus 2

OfficeSatellite

11%7%13%11%13%11%

59%

9% 8%13%

8%13%

5%

59%


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Respondents are recruited from web panels and represents the target group. Respondents are rewarded for their participation by the panel company.

In the survey respondents are asked permission to access their web camera. Thereafter the respondents eye/web camera is calibrated. During the test the respondents gaze is tracked through the web camera.

Stimuli are shown at the respondents computer screen and respondents looks at them spontaneously. Stimuli are followed by an questionnaire where respondents answers by clicking in their answer.

Eye Tracking – in the respondents own environment Stimuli – shown on the respondents computerSample – through panel exchange companies


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Study details

Media:

Stimuli time:

Research date:

Method

Wall Street Journal

10 s

8-9 September 2011

F24

2 3 455

0%

20%

40%

60%

80%

100%Cell A - 153 questionnaire / 15 eyetracking

Cell B - 151 questionnaire / 20 eyetracking


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THANK YOU!

Kerry InserraVP of Client Services, West Coast

[email protected]

mailto:[email protected]

Adobe EyeTrackProposal

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