keep it simple, honey…
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XXII Annual MRSI Seminar, 17-18 December 2012, Gurgaon
Tracking The Eye While Reading The Mind
A new angle to print communication evaluation
Keep it Simple, Honey…
XXII Annual
Seminar
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Abhikanksha Sharma,Research executiveAshutosh Paretkar, Account Director
Firefly Millward BrownVirat Khullar, Tata Motors
XXII Annual MRSI Seminar, 17-18 December 2012, Gurgaon
What Do You See In This Picture?
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The girl is very beautiful…she is a
model
Very pretty face…she is attractive
Looks like she is
dressed for a carnival
XXII Annual MRSI Seminar, 17-18 December 2012, Gurgaon
Often consumers ‘SEE’ a lot and ‘SAY’ little
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XXII Annual MRSI Seminar, 17-18 December 2012, Gurgaon
…And that is a key challenge with print communication
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Print Ads Are ‘Static’ But Require ‘Active’ Processing
• Print ads don’t move, but the consumers mind moves through the ad to create an effective advertising experience
• More ‘work’ is required from the audience to process the information
• Higher level of reader involvement allows transmission of more complex, multifaceted messages in a print ad than a TV ad
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Information rich or Visual rich?Text
Ric
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Visual Rich
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Information rich or Visual rich?Text
Ric
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Visual Rich
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Specifically in Automotive…print needs to
• Communicate brand experience
• Aid in decision making
• Have a call to action
• Influence key decision makers by driving emotional connect
• Follow category generic codes like car visuals, experience, written text on feature set etc
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Information rich or Visual rich?Text
Ric
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Visual Rich
XXII Annual MRSI Seminar, 17-18 December 2012, Gurgaon
The Eye Sees And The Mind Processes
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• The eye behaves like an active ‘gate-keeper’ for the mind
• We developed a process that could give a complete understanding of what the eye sees + of what the mind processes
Qualitative discussion
Stated responses on understanding, attention, branding etc
Deeper elemental decoding
Capturing the eye movement
Areas that attract instant attention, hold attention
A process that helps
Get an understanding of the stated as well as unstatedFollow the natural consumer processing flow
XXII Annual MRSI Seminar, 17-18 December 2012, Gurgaon
How Did This Help Tata Motors?
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Case 1 – Tata Nano 2012
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• Launch of Nano 2012
• Communication Objective
• Is the communication able to highlight new features
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Case 1 – Tata Nano 2012Eye track results showed that
• Consumers paid more attention on a specific feature
• Human figures and car were not highly noticed
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In the qualitative
• We could specifically probe about the highlighted feature. (31 design and 37 technology patents in this case)
• Have pointed questions about EMI etc
• And not follow the classical ‘tell me about this’ approach
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Case 1 – Tata Nano 2012
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Hence the recommendations
• Human figures can be removed
• Feature details should be given more space
• 31 design and patents to be highlighted
XXII Annual MRSI Seminar, 17-18 December 2012, Gurgaon
Case 2 – Indica eV2
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• Launch of the new Indica eV2
• Communication Objective:
• Showcase safety with best in class reinforced steel frame
• Announce the new launch with advanced features
XXII Annual MRSI Seminar, 17-18 December 2012, Gurgaon
Case 2 – Indica eV2
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During the depth interview
• Focus was on the family picture
• Family picture cued pleasurable family experience and not safety
Eye Track results revealed that
• Consumers don’t pay much attention to the family picture
• The description of reinforced steel body goes unnoticed
• Headline announcing new launch highly noticed
XXII Annual MRSI Seminar, 17-18 December 2012, Gurgaon
Case 2 – Indica eV2
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Hence the recommendation
• Safety does not get established with the family picture
• Need to highlight the description for reinforced steel to bring in the safety connotation
XXII Annual MRSI Seminar, 17-18 December 2012, Gurgaon
Case 3 - Manza
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Layout 1 Layout 2
• Two layouts to be tested
• To understand which layout better showcases Manza as a ‘club class’ sedan
XXII Annual MRSI Seminar, 17-18 December 2012, Gurgaon
Case 3 - Manza
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• However, the gaze path for layout 2 was top down and structured
• Hence lesser probability of key elements/features being missed as against in layout 1
• At a claimed level both layouts seemed similar and highlighted same features
• Seats and music console were the elements driving the premium ‘Club Class’ feel
XXII Annual MRSI Seminar, 17-18 December 2012, Gurgaon
Case 3 - Manza
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Hence the recommendation
• A top down layout (layout 2)
• Clearly showcase features and details
• Highlight space and music console as they go with the club class impression
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What Did Our Clients Say About This?
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Adding Value To Qualitative Interactions
Qualitative Interactions
Eye Tracking
Tell me about this…consumers discuss all elements one by one
Research led interaction
Consumers tend to pick up and play back the
brand quite easily
Captures unaided spontaneous reactions
Helps in focused questioning
Capture consumer attention hooks in detail
Can conclusively prove if the brand is truly
integrated in the layout
XXII Annual MRSI Seminar, 17-18 December 2012, Gurgaon
So…What Do You See In This Picture?
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Males Females
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