tmrc eye spy brief intro
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TMRC – From Consumer Myths to Brand Legends
www.tmrcresearch.com
TMRC EYE SPY Eye-tracking
Biometric observation & explicit interviews:
to gain comprehensive consumer & shopper insights, provide results-oriented and actionable and creative recommendations to manage pack, print, web & shelf
much more effectively
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Eye Spy Eye-TrackingEye Spy Eye-Tracking
Valuable insight into subconscious behavior.
It records biometric & real actions & responses instead of self reported,
rationalized and as such completely biased
contemplations
Determine cognitive Determine cognitive processes related to processes related to
visual stimulation visual stimulation such as decision such as decision
making, making, brand/message brand/message
recognition, recognition, engagement etc.engagement etc.
It is non-invasive, scientifically accurate & inexpensive
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‘‘TMRCTMRC Eye Spy’Eye Spy’ is an IntegratedIntegrated & 360360Consumer Research Approach
Packaging
Indoor Advertising
Web Usability
Online Ad Test
Shelf
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Web Usability Test
Web Usability Test
Analyze user interaction between clicks & provide valuable insights into:Which features / cues are most eye-catchingWhich features / cues cause confusion or obstruct message processingWhich ones ignored altogether
Pack & Print Test
Pack & Print Test
Gauge ability to hold a reader’s attention
Engage consumers & communicate effectively
Drive well design layout for clear & immediate communication
On screen presence does not guarantee consumption or even attention
Make sure executions are noticed, attract, get consumed and convey intended message
Online Ad TestOnline Ad Test
I. Screen Eye-Tracking: a magnificent tool for various applications:
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Unobstructed In-Store Research, for Shelf and Pack Testing Non-intruding on real world & natural
shopping behavior
Supreme data reliability IR tracking technology maps real
time data accurately & objectively to the whole shelf
Extremely Insightful Replay & export individual and
aggregated quantitative data for comprehensive analysis
Flexible combination with qualitative interviews
II. New Generation Ground-Breaking
Mobile Eye Tracking
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Correlation Biometric and Conscious Processing
Visual Consumption (Biometrics)
Ele
men
ts R
ecal
l &
Mes
sag
e P
erce
pti
on
(C
on
scio
us
Pro
cess
ing
)
Higher Visual Consumption High Recall = EFFECTIVE
Low Visual Consumption High Recall = BRAND EQUITY DRIVEN ONLY
High Visual Consumption Low Recall = COMPLICATED/CONFUSING
Low Visual Consumption Low Recall = NEEDS MAJOR IMPROVEMENT
Clearly pinpoint impressions & perceptionsClearly pinpoint impressions & perceptions
Identify issues with message communication Identify issues with message communication
content content
and visual executionand visual execution
Identify drivers for perceptions & message Identify drivers for perceptions & message
understanding & message processing in the Mindunderstanding & message processing in the Mind
Actionable
‘Eye Spy’ is action-oriented,
result driven with
TMRC’s usual
exhaustive creative recommen
dations
Diagnostic
Measures Effectiveness of communication elements:
Screen Tracker - Print, Web Design & Online advertising Testing.
• Mobile - Pack & Shelf Test.
Evaluative
‘Eye Spy’ helps to ‘get it right’ first time rather
than experiment
ing with costly
marketing campaign.
FastTopline Report turn around time is around 1 week from Field Work.
Cost Efficient Cost includes setup, recruitment, testing & reporting, and Explicit Interviewing
Depth of Analytics/InsightsDiagnostic, Evaluative & Actionable
TMRC – From Consumer Myths to Brand Legends
www.tmrcresearch.com
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www.tmrcresearch.com
TMRC Thailand:2 Ploenchit Center, G Floor, Sukhumvit Road, Klongtoey Nua, Wattana, Bangkok 10110, ThailandTel: +66 (0) 2 305 6629 Fax: +66 (0) 2 305 6674
TMRC Thailand:2 Ploenchit Center, G Floor, Sukhumvit Road, Klongtoey Nua, Wattana, Bangkok 10110, ThailandTel: +66 (0) 2 305 6629 Fax: +66 (0) 2 305 6674
TMRC China:Shanghai: Floors 2-3, Bldg. B, No 1000, Chang Ping Road, Shanghai 200042, China 上海市昌平路 1000 号 B 座 2-3 楼 Tel: +86-21-6218-3377 Fax: +86-21-6271-1217 Beijing: Studio 210, 3 Guang Qu Rd, Image Base Art Studios, Beijing, China 北京市朝阳区广渠路 3 号竞园艺术家工作室新20-210 室
TMRC India:123, 1st Floor, Vipul Agora, M.G. Road Gurgoan, 122001, Delhi, IndiaTel: +91 124 4609906 Fax: +91 124 4609900
TMRC India:123, 1st Floor, Vipul Agora, M.G. Road Gurgoan, 122001, Delhi, IndiaTel: +91 124 4609906 Fax: +91 124 4609900