| Overview of Eye-tracking services by JMR |
| JMR Eye-tracking Studies can improve your Marketing and Advertising |
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JMR uses Eyetools and Tobii software and Tobii eye-tracking hardware to provide business solutions to market researchers, advertisers, advertising executives, and Web developers. The results obtained from eye-tracking studies are objective and accurate pictures of what consumers are noticing about your ads, web site, and any visual messages you are delivering to your consumers. You can capture visual flows and viewing patterns that reveal exactly where your customers are focused on, and at what point their attention fades. |
Objective answers to consumer preference problems |
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Get objective, data-based answers to questions about consumers that until now you have had to rely solely on subjective interviews with them. Eye-tracking studies can answer important questions for people in your planning, marketing, advertising and creative departments. Questions such as . . .
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The facts on Eye-tracking |
For an overview of the entire eye-tracking field and what it means to marketing, see JMR's Richard F. May's article, "Eye of the Buyer" in the American Chamber of Commerce in Japan's monthly publication, ACCJ Journal. You will find out about how improved eye-tracking technology now makes it possible to directly observe and record consumers' eye behavior while looking at web sites, product packages, TV commercials, and printed media ads. Psychological insights extracted from such studies help advertisers shape the message to suit the intended observer. Eye MovementsHuman eye movement is characterized by rapid movements to a location (saccades) followed by momentary pauses of the eye (fixations). Fixations typically last between 1/10 and 1/2 of a second, during which time the brain quickly processes the visual information perceived and then makes a (subconscious) decision as to what to look at next.Eye-trackingEye-tracking is a technology that determines where a person is looking. Special cameras called "eye trackers" can watch a person's eye and capture fixations and eye movements with a remarkable degree of accuracy (typically accurate to 1 cm on a standard computer screen) without requiring any special headgear.JMR's Eye-tracking SolutionsThe tools used by JMR are software solutions that work in conjunction with eye-tracking hardware ("eye trackers"). Our systems work with subjects with almost any level of vision including those who wear glasses or have had eye surgery.What Eye Movements Can Tell YouFixations are a strong indicator of peoples' attention. Because eye movement is so fast, however, people are not fully aware of where their own eyes alight or the patterns that they exhibit in that movement. Not only can fixations and eye movements tell you what people are attending to, but where and how long a person looks can also tell you a great deal about what is going on in the person's head. In our interpersonal relationships, eyes play a significant role in what and how we communicate. In the same manner, in the world of computer and Internet usage, sophisticated analysis of fixations and eye-movements can provide powerful insights into what people are thinking, their attitudes and their trade-offs during decision-making. One can even use eye-movement pattern recognition to derive inferences about cognitive state. |
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Getting started with Eye-tracking studies is easy |
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JMR handles all the details and delivers you the digital data files results, your files with our eye-track data superimposed, a narrative of the digital findings, and a narrative of the subjective findings based on interviews with subjects immediately after completing their eye-tracking session. Drawing on JMR's 20,000-registered Japanese respondent database (and a similar number for Korea and China), we select a group of subjects based on the demographics and/or psychological profile of the customers you are targeting. Based on scientific research, it has been found that quite small samples can be used to generate statistically valid eye-tracking group findings. Of course, it is important to properly segment your sample to suit your target market; JMR can handle all of this for you. Testing is performed at JMR's Tokyo office where you and/or your Japanese staff can observe the proceedings. The testing phase of the study can take as little as 2 days. |
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Marketing & advertising applications |
Web Site LayoutJMR Eye-tracking Solutions provide you with a new level of information about user behavior and experience that is not found in traditional testing methodologies. Find the exact entry and exit points for your site and the sequence of every point of attention. Measure dwell times in microseconds at key visual points. Find out if your corporate logo is being noticed. Determine the best location on the home page for your latest offerings. Have you provided a personalization feature for returning visitors? Can they easily find the place to click to enter a purchasing process? Eye-tracking Solutions can answer these questions for you.Web Site NavigationIn addition to providing information on task completion, click stream and user feedback information, Eye-tracking Solutions provide an objective view of individual and group behavior that helps answers such questions as:
Advertising EffectivenessJMR Eye-tracking Solutions can show you, to the pixel, how an ad is performing visually. Applications include testing ad placement, ad creatives, promotions on your own site, and advertising on other sites. Our technology provides an automated participant feedback interface that allows for questions to be asked around subjective feedback to ads and recall. Is advertising being viewed? Do viewers recognize branding elements?Packaging DesignWith Eye-tracking Solutions by JMR you can take, for instance, your creative department's best-suggested designs for a new package or page design and compare their performance in the consumers' eyes. See whether consumers are really noticing key elements that you defined. Stop depending solely on subjective studies that simply ask subjects to pretend to be creative directors and artist. While consumers may say they prefer a particularly attractive design, eye-tracking testing my reveal that your brand, pricing, logo or other key elements is being overwhelmed by such elements.Shelf LayoutChain stores and convenience stores need to allocate precious shelf space based on parameters such as best performing product groups, special campaigns, and pay-for-placement agreements. Use JMR Eye-tracking Solutions to determine the "eye-ball" flow around your displays, to justify added charges for special shelf locations and other issues faced by store planners and managers. |
 Strategic types of Eye-tracking studies |
JMR's clients have various strategic objectives when commissioning an eye-tracking study. These purposes include benchmarking, design comparison, usability testing, or competitive assessment.BenchmarkingA specific digital media (Web site, application, advertising, TV ad converted to digital file) is tested by itself to identify performance strengths and weaknesses.Design ComparisonAlternative designs of a digital media (Web site, application, advertising) are comparatively tested to determine which design generates the affects envisioned by the company and its ad creators.Usability TestingUsability testing applies the "think aloud protocol" method in which subjects are asked to verbalize thinking while attempting to complete a task. Eye-tracking can be used on your written, AV and web-based instruction materials to give an objective measure of whether the consumer is following instructions as envisioned by your engineering departments.Competitive AssessmentDigital media (Web site, application, advertising) from competitors are comparatively tested against your company's offering to assess relative performance.Click here to read "Eye of the Buyer," a overview of eye-tracking and how it aides marketing, design and advertising activities. |
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