Capabilities of EyeSee

OVERVIEW:CAPABILITIES OF EYESEE

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Most of traditional researches use explicit methods

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Traditional, explicit measurements focus on the left brain which is in charge of:

„Price is the most important factor for me when shopping“

„I will not buy ice-cream because it is fattening“

Logical thinking Conscious behavior Language and meaning„I think brand X is trustworthy

and for people like me“

However, the buying process is more than the left brain

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However, there is more than the left brain. Research show that the buying process is:

...most of shoppers cannot tell the price after the purchase

…more than 50% of buying decisions are driven by

emotions

Often emotional Often subconscious Buying behavior is not the same as stated intent

...the correlation between stated intent and actual behavior is usually low

EyeSee complements left brain with right brain insights

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Implicitinsights

Explicitinsights

Increased impact

Right brainEmotions Facial coding measures emotions through facial expressions. Facial expressions are spontaneous and difficult to suppress and the muscles responsible for expressions are directly linked to the brain. Attention Most of our knowledge acquisition is based on visual stimuli. Eye tracking is a unique research method that tracks people’s eyes to now what they have seen (not!).

Left brainLogical thinking: „This TVC gave me useful info, and I will buy this product“. „I will not buy ice-cream because it is fattening“ .Conscious behavior: „I make the list of things to buy before shopping“ „Price is the most important factor for me when shopping“Language and meaning: „This Ad is interesting to me because of nice colors“ „I think brand X is trustworthy and for people like me“

Because Implicit Research Technologies Tell the Stories

Consumers Won’t

Unique proposition of our remote testing platform:fast, cost effective and end2end solution

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Within a few days insights are delivered.

The eye tracking survey is launched within a day. Next, respondents are recruited online – via global panel

suppliers — and their eyes are tracked with their PC and webcam, at home.

Quick turnaround of (global) studies

Actionable insights & end2end solutionCost effective

You deliver the stimuli, we deliver insights.

Our experienced researchers convert data into actionable insights with

clear recommendations to maximize communication impact.

Our price is 2 times lower than conventional studies.

Our recruitment costs are 2 times lower and our operational processes are more efficient than conventional

eye tracking.

How it works: remotely at home

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Step 1: Upload stimuli

Step 2:Recruiting respondents

Step 3:Testing remotely

Step 4:Analysis and reporting

We upload your stimuli and program a webcam

based eye tracking survey.

Respondents are recruited to complete a survey with

their PC & webcam at home

The stimuli is exposed while eyes and facial

expressions are tracked. A survey is filled out in the

end.

Output is a reportwith detailed findings and

recommendations.

Our behavioral metrics: From seen to purchase intent

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Eye trackingWhere do users look at?

NavigationHow do they navigate?

Eye tracking tracks people’s eyes to know where they are (not!) looking at, how long and in which order.

Which elements are seen (first)? Where do users expect to find <x>?What is the general gaze pattern?What barriers are users facing?

Users’ navigation (clicks, screen recoding,…) is tracked while they are completing the exercise.

Where did users click?Which pages did they visit? How long did they stay on a page?Did they scroll?

QuestionnaireWhat are the attitudes?

Users fill out a quick survey in order to collect their personal opinion.

What are users’ perceptions in terms of complexity, preference..?

Facial codingWhat do they feel?

Facial coding measures emotions through facial expressions (happy, confused,…)?

Which emotions are evoked?What is the average emotion?How fast did it generate emotion?Which scenes evoke emotion?

Why eye tracking?Because…. What you do not see, you do not click

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Attracks attention

Holds attention

Likes proposition

Intents to act

Acts (e.g. buy)

Understands & likes the area

Clicks

Impl

icit

Impl

icit

and

expl

icit

Attention:Online Eye Tracking Insights

Inspiration:Online Quant SurveyFacial coding && think aloud protocol

Action:Registration of mouse movements and navigation

Level of insights

Actio

ns

Our unique mission: Making neuromarketing methods accessible

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Level of insightsLow High

Cost

s per

resp

onde

ntHi

ghLo

wOnline questionnaires

MRI scans

Focus groups Eye tracking

Online eye tracking

Online Facial coding

Attention + Emotion = Impact

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Attention: what you don’t see, you don’t buy

Consumers are overwhelmed with visual stimuli each day. Their (purchase) behavior is influenced by advertising without recalling what they have seen.

Eye tracking is a unique research method evaluating how consumers perceive communication messages by measuring what they have actually looked at.

Eye tracking is considered as one of the best methods to optimize communication such as adverts, in store layout, TV commercials, packaging, websites, etc. 9 out of 10 leading advertisers are using eye tracking to optimize communication.

Facial coding: scalable and cost effective measurement of emotions

Facial coding measures emotions through facial expressions. Facial expressions are spontaneous. Respondents are exposed to stimuli and 7 expressions are detected by algorithms: happiness, surprise, puzzled, disgust, fear, sad and neutral. The emotions are categorized into positive, negative and neutral.

The main advantages of facial coding are: (1) it is not based on stated behavior (surveys), (2) cost effective, fast and scalable (N>50) (fMRI or EEG) and (3) second by second analysis/real time

EyeSee, Remote quant neuro insights testing platform

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EyeSee’s approach:

Remote with standard computer and webcam –Interview is done in respondent’s home in a natural setting with their standard computer and webcam

Quant with large sample size – Users receive a task and while they are executing, our platform tracks their behavior. By using a quant approach we can find statistical differences in comparison with qual.

Behavioral tracking – we track users’ attention (eye tracking) and emotions (facial coding) via their webcam and alo’s. Clicks and navigation are tracked as well and users fill out a survey at the end.

Scalable and cost effective – thanks to the remote testing, users’ costs are low and we can conduct studies all over the world.

Our scope

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Packaging Studies Shelf Studies POS Material Virtual Reality

Online AdsWeb Pages Social MediaNewsletter Emails

Outdoor Ads Print Ads TV commercialDirect MarketingMovie Trailers Product placement

MarCommsInsights

Cross media analysis platform

OnlineInsights

In-store Insights

Evaluate, concept, optimize

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Sales is less than expected or flat? There is discussion about current design You want to create a new design? Competition has a new design?You want to have a general evaluation

Evaluate you current design:How is your design performing?How is competition doing?What are the (dis)advantages?

Method: • Stimuli include your and competition design• After eye tracking there is a questionnaire• N=50 for ET and 100 for survey, 1 cell•Delivery: about 1 week•Benefit: competition test @ half price

EVALUATE CONCEPT TEST OPTIMIZE

There are multiple new design proposed and you need to take a choose based on objective parameters There is a lot of subjective discussionPreferences are distributed

Evaluate different concepts:Which has biggest stopping power?Which communicate best main message?How do customers evaluate your concept?

Method:•Respondents are exposed to concepts•After eye tracking sessions there is an elaborated survey•N=50 for ET and 100 for cell, 3 cells•Delivery: about 1-2 weeks•Benefit: free elaborated questionnaire

You have chosen your concept and need to further optimize There is a lot of subjective discussionPreferences are distributed

Evaluate different concepts:Which has biggest stopping power?Which communicate best main message, brand?

Method:•Respondents are exposed to concepts•After eye tracking sessions there is no survey•N=50 for ET and 100 for cell, 1 cell•Delivery: about 1 week

Why EyeSee

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EyeSee: experience + unique technology = actionable insights

Experience

Unique technology

Actionable insights

EyeSee is working for UX, marketing and market research VPs of leading brands and our team exists out for former consultants at big MR firms. We have eye tracked more than +10.000 respondents.

EyeSee is revolutionizing the market research industry. We have a unique platform to track peoples’ eyes and facial expressions with their laptop and webcam at home, resulting in fast and cost effective insights.

Our team consists of former market researchers of big market research companies. We focus on actionable insights and improve marketing communication impact.

Some of our clients:

Maximize marketing impact with EyeSeeIt’s fast, affordable and easy!

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Olivier Tilleuil+32 477 41 52 90

[email protected]