{"id":3692,"date":"2018-05-07T16:59:09","date_gmt":"2018-05-07T20:59:09","guid":{"rendered":"http:\/\/acaweb.ca\/en\/?p=3692"},"modified":"2018-07-04T09:13:28","modified_gmt":"2018-07-04T13:13:28","slug":"what-do-consumers-really-think-its-in-the-eyes","status":"publish","type":"post","link":"https:\/\/acaweb.ca\/en\/2018\/what-do-consumers-really-think-its-in-the-eyes\/","title":{"rendered":"What Do Consumers Really Think? It\u2019s In The Eyes"},"content":{"rendered":"

\"eye<\/p>\n

Like with so much of the marketing industry, advancements in technology have brought profound changes and improvements to the field of market research in the past few years. <\/p>\n

Some of that technology and improvements were the focus of a recent ACA webinar presentation<\/a> by Aleksandar Simic<\/a> of EyeSee Research<\/a><\/a>, which specializes in eye-tracking and facial coding \u2014 measuring emotions based on spontaneous facial reactions.<\/p>\n

One of the long-standing flaws in market research has been the reliance on consumer surveys, said Simic. <\/p>\n

\u201cPeople in surveys are giving their conscious thought,\u201d he said. \u201cBut when we track their eye movements and facial expressions, then we get something they are maybe not even aware of.\u201d <\/p>\n

The technology provides deeper insight about how people feel about advertising and what purchasing decisions they will make. <\/p>\n

While eye-tracking has been in the market researcher\u2019s toolbox for some time, the addition of facial coding and the ability to conduct the research on consumers in front of a webcam at their home computer \u2014 as EyeSee can do \u2014 have improved both the accuracy and quality of the research while also lowering the cost. <\/p>\n

Advertising effectiveness is vitally important when most consumers spend so little time paying attention to ads. The average view time for an ad in a popular magazine is just 1.7 seconds, said Simic. In trade journals, it\u2019s 3.2 seconds; a poster is 1.5 seconds; a mailing gets two seconds; and a banner ad just one second. <\/p>\n

\u201cThis stresses how important and crucial it is to have good creative teams to create good content, but also to test that content,\u201d Simic said. <\/p>\n

Simic used real ads \u2014 from a Turkish Airlines campaign starring soccer superstar Lionel Messi and basketball great Kobe Bryant \u2014 to illustrate how the EyeSee technology could be used to improve ad effectiveness. <\/p>\n

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