eye tracking case studies
Our eye tracking experience is unparalleled. We were the first commercial eye tracking company in the UK with senior staff having 20+ years of experience in conducting market research incorporating eye tracking. We have conducted research across all visual mediums, all over the world, and for a diverse range of clients and industries. See our eye tracking case studies and understand what we could do for you.
TV & Film
ThinkTV, Skoda Fabia |
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Client: Millward Brown Objective: Analyse viewer behaviour and engagement Method: 30 participants tested with eyetracking Total project duration: 1 day Service: ThinkTV Rapid Field Testing Location: Reading, UK
Methodology 30 people of general population viewed the TV ad within the context of a TV show and other ads. Implicit measures:eye tracking Explicit measures: questions in Millward Brown's TV Link test
Findings Through explicit measures it as found that the advertisement was well branded for Skoda, but not so well for Fabia. Eyetracking strongly complemented the explicit measures clearly illustrating and answering why the different branding success occured. |
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ThinkEmail, British Gas |
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Client: Ogilvy Objective: Optimise effectiveness of service email to new customers Method: 120 BG customers tested with eyetracking & questionnaire Total project duration: 5 days Service: ThinkEmail Rapid Field Testing Location: Reading, UK
Methodology Participants were presented with an email inbox, either unprompted or promted they opened the British Gas email. 30 people saw each of three versions. After initial feedback from this testing, an optimised email was designed and tested with 30 British Gas customers. Implicit measures: eye tracking Explicit measures: questionnaire
Findings The three initial designs were compared and the strongest key elements from each design were identified. The clear comparison of the 3 original email designs successfully informed the design of a fourth more engaging design. |
ThinkPrint, British Telecom |
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Client: Bostock & Pollitt Objective: Optimise the design of the new BT Phone Book cover Method: 50 participants tested with eyetracking Total project duration: 5 days Service: ThinkPrint Rapid Field Testing Location: Reading, UK
Methodology 50 people of general population viewed different cover designs followed a questionnaire to explicitly express their preferences. Implicit measures: eye tracking Explicit measures: questionnaire
Findings Optimal graphic (key image) identified from four variations. Positioning and & colour background of key statement and contact details. Selection of creative aspects including, spine and tab colour. |
Pack
ThinkPack, Classified |
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Client: Classified Objective: pre-test and compare pack designs Method: 232 female participants matching consumer target interviewed with eyetracking Total project duration: 5 days Service: Bespoke Pack Testing Location: Guangzhou, China
Methodology Participants were shown the packages in context on a grocery store shelf (In Category) and in isolation at life size (In hand). Implicit measures: eye tracking Explicit measures: questionnaire
Findings Positive and negative packaging features were ascertained Results allowed for the creation of an enhanced pack |