Case Studies Eye-tracking Data Example from the JMR "Brand Recognition and Cultural Differences" study Consumer Research Team The study discussed in the accompanying article "Does culture really matter to marketers?" was based upon a series of magazine ads viewed by 24 subjects from 3 different cultures. Here is the summary of the analysis for one of the images shown in that study. This example is based on a L'Oreal's VIVE hair product ad used in the tests, with an overlays of "heatmaps" of areas most viewed by consumers from differenct cultures. The overlay data was created using eye-movement data collected by JMR's real-time eye-tracking system. Subjects in the study viewed the orignal ad as it appeared in national publications. Details on the eye-tracking technology used by JMR are at this link. Chart 1. Brand Recognition and Cultural Differences -- Heatmap Data (Source: JMR, "Brand recognition and cultural impact, 2005.10") Note 1: Areas circled in blue oval are "corporate identity" information. while areas circled in red oval contain brand name information or logo. Note 2: Percentages represent portion of available time, measured in milliseconds, that subjects' eyes focused on the object. Readings were taken for each subject and averaged within each of the 3 cultural groups. Chart 2. Brand Recognition and Cultural Differences -- Viewing times (unit: milliseconds ms) Note: Longer times spent on the key areas were hypothesized to be an indicator of subject's culturally influenced attention to visual detail in commercial product messages. Chart 3. Brand Recognition and Cultural Differences -- Areas viewed Note: Greater number of areas viewed were hypothesized to be an indicator of subject's culturally influenced level of need for information about the product maker's identity, as well as about the brand. <2006.02.10> copyright©2007 Japan Consumer Marketing Research Institute. All rights reserved.