Takeaway from POPAI Professional Development Breakfast Seminar

On Tuesday (29th November) Objective Digital team had an early start to attend the POPAI Professional Development Breakfast Seminar at Hilton Hotel. Professor Richard Silberstein (CEO Neuro-Insight) captivated the audience in his 30mins presentation about Neural Pathways and the Path to Purchase. While, Yu Dan Shi (APAC Industry Strategy Director, Adobe Marketing Cloud) presented great insights on how to simplify complex marketing touch points.

“Neural Pathways and the Path to Purchase”

Prof Richard shared interesting case studies on how brain-imaging technology is used to measure how our brain responds to advertising. The methodology measured four key areas in brain activity; attention, emotional response, memory encoding and engagement. As people watch an ad, their brain activity shows whether they are drawn to certain images or withdraw and whether certain image are more memorable than others. He also explored the idea of an “iconic trigger” principle which is probably the most relevant principle to marketers. An iconic trigger is selected by measuring implicit memory encoding (i.e. most memorable) and also engagement (i.e. most engaging). A good example of effectively using this principle was by a large insurance company to determine which scenes from their TV ad should be used for their below the line campaign for maximum effect.

As an eye tracking researcher, I can relate to how technology can be a great help to generate consumer insights. Our eye tracking methods are commonly used for usability studies and shopper research to evaluate how users and consumers experience and perceive different media and communication messages. Both eye tracking and brain imaging technology are able to explore unconscious reactions (implicit memories) which reveal insights that traditional research method couldn’t do.

Online dating eye tracking study reveals that men look, women read

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Men used up to 65% more of their time viewing the profile’s photo when assessing a match

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Women spent nearly 50% more time than men in assessing if someone’s profile is a match

“Simplified the Complexity”

Yu Dan Shi spoke about the latest trends that will impact how marketers should be focusing their approach. These trends are:

  1. Personalized Engagement
  2. Digital Accelerated Evolution
  3. More Complex Customer lifecycle

As the world we live in is getting more and more complex, marketers have less predictability and clarity when it comes to understanding consumer behavior. Traditional marketers need to embrace the digital space while digital savvy marketers need to take a step back and embrace human sciences. Key performance indicators should not be measured between traditional marketing channels vs. digital, as these are no longer relevant if you want to get a holistic view of how your company is performing. Both need to come together and work in a collaborative environment, not compete against one another.

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I couldn’t agree more about holistic approach, here in Objective Digital we often work on and recommend omni-channel studies when it comes to marketing campaigns. Our methodology provides a one-stop-shop to measure the online, mobile, and in-store effectiveness. This approach provides rich insights which can uncover the answers to key business questions and help to refine a company’s offering.

Please contact us on info@objectivedigital to learn more.

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Eye Tracking – An Emerging Technique

Marketers rated Eye Tracking as one of the top 10 emerging techniques currently used to uncover consumer insights based on GreenBook Research Industry Trends Report (Winter 2013)

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In today’s world, market research is no longer just about big transactional data or traditional qualitative studies. Technology keeps evolving to provide us with new techniques and approaches to uncover consumer insights. Eye Tracking is one of the top ten techniques that is here to stay and is poised for growth in the coming years.

‘The eyes are the window to the soul’

Let’s connect this to the main purpose of consumer insight which is to understand how the consumer connects with brand as well as their underlying mindsets and motivation that trigger their behaviour and actions. Eye Tracking is the only technology that allows you to see ‘things’ through your consumer eyes.

It provides both qualitative and quantitative data on how your consumer view and interpret visual stimuli (e.g. which POS material and promotions are most effective in driving purchase, how an ideal shelf layout and flow should be, what aspects of a product’s packaging attract attention). It helps us to better measure a consumer’s preference, as the verbal response given to the question; “Do you like this product?” may not always be the true answer due to cognitive bias.  We conduct 4 types of shopper studies:

  1. Shop Along, in-store shopper journey
  2. Shelf Testing
  3. Pack Clinic
  4. Media and Advertising

And yes, I know some of you (the 30% – No interest to date) probably feel a bit sceptical and ask “so what happens after we know where they’re looking or how long they looking at something?” At Objective Digital, we’re a bunch of eye tracking experts that turn eye tracking data into insights that matters for your business. We have conducted well over 100 Eye Tracking studies since 2008, delivering insights that help business to grow.

Contact us on info@objectivedigital.com if you want to know more on how Eye Tracking can help connected you to your consumers and understand what matters.

Mobile Banking White Paper 2013: A review of Australia’s mobile banking apps

phone-in-hand-smallObjective Digital has reviewed eight of Australia’s mobile banking applications (namely ANZ, Citibank, CBA, HSBC, ING Direct, NAB, St. George, and Westpac) to inform the financial industry of their app’s user experience and highlight potential issues that may not have been realised.

Fill in your particulars and download the white paper now. It’s free!