Eye-Tracking for Pricing and Brand Innovation
Dr. Jose Mendoza
Academic Director | Clinical Associate Professor | MSc in Integrated Marketing | Editorial Board Member (何塞·门多萨)
According to Oscar Werner - Tobii's President of Technology -, "2015 will be the year of Consumer Eye-Tracking" (Taylor, 2015 : 1). His statement is very relevant and interesting not just from the point of view of mainstream applications of eye-tracking but for novel applications of eye-tracking in our repertoire of consumer research studies.
An interesting study by Gidl?f et al. (2013) on using a research design based on eye-tracking to measure search and decision making in a natural environment (i.e. a grocery store) shows the great potential for this technology in marketing research. The technology is not longer restricted to the laboratory but to a natural shopping environment. This brings up a number of advantages for obtaining more reliable data in :
- New product development
- Packaging design
- Advertising (i.e. in-store advertising)
- Store layout
- Pricing
The latter is somewhat novel as the current research on pricing and eye-tracking technologies is been restricted to a closed environment (i.e. a research lab) but with the potential of extending this research on pricing to the field.
The study by Gidl?f et al. (2013) presented differences among the search and decision making behavior. Holmqvist et al. (2011) there are more than 120 different measures for eye-tracking divided in four categories:
- Movement : Direction, amplitude, duration, velocity, acceleration, shape
- Position : Landing, dispersion, similarities, duration, pupil diameter
- Numerosity : Saccades, blink rate, fixations, dwells, transitions, regresions
- Latency and Distance
However, not all of them might be necessary for pricing research study. For example, when researching in a natural environment (i.e. a grocery store) it will be interesting to correlate the positive identification of a price point with a product identification during the search process. Furthermore, an additional metric is necessary when correlating eye scans of prices with a purchase behavior.
A similar situation is presented when using eye-tracking for brand innovation. The degree of innovation will require different approaches, technologies and methods. Oftentimes, it might be necessary to use a mixed-research design and a combined method.
A number of manufacturers such as Ergoneers, TOBII, SMI Vision, ASL, CLS ProFakt and many others have a good number of excellent solutions for using eye-tracking in market research for pricing and brand innovation. More, companies such as GazePoint, Eye Tribe and Magic Key are bringing low cost equipment ($500 and less with $99 for an Eye Tribe Tracker) that will make the cost of doing research in a natural environment more feasible.
We will discuss on how to apply eye-tracking technology in market research for brand innovation at the upcoming conference in Chicago:
Market Research for Brand Innovation
April 27th - 29th
https://www.marketresearchbrandinnovation.com
Where I will have to opportunity of leading a roundtable on this topic (alongside with virtual stores).
So, paraphrasing Oscar Werners from TOBII; "2015 is the year for consumer eye-tracking".
Thanks
Jose Mendoza
References:
Taylor, R. (2015), "Will 'Eye-TrackingTechnology' Go Mainstream in 2015", BBC News Technology, Accessed on February 28th via BBC.COM
Gidl?f et al. (2013), "Using Eye Tracking to Trace a Cognitive Process: Gaze Behaviour During Decision Making in a Natural Environment", Journal of Eye Movement Research
Holmqvist et al. (2011), "Eye Tracking: A comprehensive guide to methods and measures", Oxford University Press
Academic Director | Clinical Associate Professor | MSc in Integrated Marketing | Editorial Board Member (何塞·门多萨)
10 年Dear Barbara, sorry for the delay in the response. I am just testing the correlation between some measures coming from the eye-tracking and an observable price behavior. It's a mixed-research design and might be well adapted to study the sensory elements that you are referencing. However, I am only measuring the relation to an observable price behavior.
Consultant and Trainer | Digital Marketing | Building Brands with Purpose & Authenticity | Project Management | AI | CX | #DigitalMarketing #InboundMarketing #AI #RemoteWork
10 年Knowledge of consumer behavior makes it a fascinating world and doesn't have limits, knowing how to apply this technology would be something amazing !. Good luck on this project!
Strategic Consulting & International Communication
10 年Looking forwards to seeing this on the field and hearing about the first results! Good luck on that project, I'll definitely keep an "eye" on it ;)
Building strategic partnerships that deliver results * Fractional/Interim C-level executive with experience in multiple c-level roles * Advisory Boards * Innovative Problem Solver * Investor
10 年I love this technology...it's so relevant for package design and ad testing to actually understand that what the design and marketing teams think are the focal points very often are not where the consumers focus.
President @ SENSANALYSIS | Sensory Strategy Expert for CPG Products
10 年Have you ever thought of 'measuring' coherence via Eye tracking with a follow up with a specific multi sensorial qualitative research i.e. the difference between desire and reality of consumers when they see a pack and sniff or taste?