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Evaluation of Visual Marketing: Capturing Consumer Trends using "eye movement" data based on browsing products and advertisements
A marketing seminar conducted by the COO of Japan Market Intelligence
On Tuesday, March 13th, 2007 Yukiko Hashimoto, the COO of Japan Market Intelligence K.K. (JMI), conducted a seminar for marketing professionals called "Visual Utilization Marketing". This seminar was sponsored by The Research Institute for Marketing K.K..
In line with the seminar's subheading, "Unseen is unsold? Are your products, advertisements, and message really being seen?", Hashimoto-san showed how JMI harnesses cutting-edge methods for marketing research, using real examples of visual data collected during consumer studies.
Summary of Seminar
The seminar covered the following topics:
1. Humans accumulate visual data with their eyes and process it in their brains.
Understanding consumer cognitive and behavioral processes.
2. "Notice -> Remember -> Understand (the value) -> Purchase."
Consumer purchase behavior follows this kind of progression. Consumer markets in Japan, with the countless number of products on display and advertisements competing for attention, represents a saturation of marketing messages. How do you get noticed and convert attention into purchases? For this it's imperative to have a deep understanding of how consumers "see."
Using associations between eye movement data, coupled with attitudinal data (questionnaires), scientific research that unravels the behavioral principles for each scene or product can be conducted.
3. Recording eye movements using "infrared rays"
JMI has been utilizing the newest technologies, such as "Eye-Tracking," "Consumer Vision Goggles," and "Web Eye," to measure consumer interest based on eye movement data when exposed to a variety of media: from promotional posters, POP, and packaging to websites, commercials, and other moving image content. By capturing and analyzing actual consumer behavior, these systems have provided valuable insight for business decision-making.
As an example, take "eye-tracking". This works by projecting infrared rays (a weak laser) from machine and capturing the reflection off consumers' retinas in order to measure eye movements. Then, posters, test objects, vending machines, etc, are projected onto a screen, in order to evaluate what areas respondents are looking at and to what extent are they are seeing the intended messages.
In addition, "Consumer Vision Goggles" (or CVG) which are glasses with a built-in infrared camera (see photo on 1st page), can be used to conduct research that measures in-store consumer behavior, shop layout, and product display.
For more information, please refer to: www.jmintelligence.co.jp
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