With the most advanced and robust eye-tracking system in the world, we can research (qualitatively or quantitatively) any visual form of marketing communication.

Our eye-tracking system allows for fast calibration, free head movement and portability to any location. We simply analyze the videotape to quantify what consumers do and allow you to see what consumers see.

With a variety of different research methods at our disposal, including quantitative, focus groups and shared costs studies, we offer clients and partners a flexible approach to getting the most out of the eye-tracking information. For more see Consulting Services.

During qualitative testing, you are able to watch a TV monitor that shows, in real time, the respondents exact eye-movements while they review your package, magazine, TV ad etc., essentially allowing you to see through the eyes of the consumer.

What are people looking at on your package - and all of your competitor's packages?

It's well known that your package is one of your most effective marketing tools. VisionTrack provides the best evaluation of package design available today

In some categories, respondents only see 2 or 3 main communication points on the package. Since it is vital for you to know if respondents are reading the most important 2 or 3 elements, we can tell you which elements of the package design attracts and holds the attention of respondents.

Understand the way consumers shop.

In our eye-tracking study, we ask consumers to shop as they normally would and determine the impact, interest and visual equity value for each brand and price on the shelf. By combining these results with other key research measures we can give you clear and direct recommendations on a variety of areas including:

• New product introductions: Will it get the interest and consideration needed to justify the retailer's support?
• New package designs: Will the new design of your category leaders help or hinder their selling power?
• Product shelf position or layout: Should the planogram be changed to increase sales or shorten the buying time for that category?
• Product facings: Should you increase or decrease the number of product facings per brand?
• New pricing strategy: Will it alter the consumer's behavior and lead to increased profits?
• How is the category shopped? Is this category hard to shop? Price shopped? High or low interest? Shopped by loyal brand users?
  

Please see case stories for a few examples and competitive advantage for a sample of our category management measurements.

Are TV viewers doing what you want them to do?

The consumer's exact behavior is videotaped as they view the entire ad. We analyze the results qualitatively, and then provide your creative team with recommendations it can use to make your ad more effective and contribute directly to your Return On Investment. We'll tell you about things like:

• Attention: Where exactly are people looking when they watch your ad?
• Distractions: Are they focused on the product or ther elements?
• Interest: How active are their eyes when they view your ad?
• Repetition: Do they return to look at your product again and again?
• Brand or product name: Is it being registered?
• Text: Is it being read?

Is your magazine ad driving business? Are key elements seen, read or noticed in the correct order?

We quantify exactly what consumers do when they come across your ad in a magazine. We use real magazines and ask consumers to read them as they normally would. We can test your competitor's ads at the same time and report all findings relative to your competitors. You'll find out which ad generates the greater interest and involvement and therefore which is most likely to be considered.

• Would you care if only 15% of all respondents saw the brand or product name or image?
• What if 80% saw the brand in your competitor's ad?
• What if most respondents saw your product but no-one read the headline or looked at the copy or other creative elements that were necessary for the message to be delivered?
• What if a certain picture generated significantly greater stopping power and involvement than other pictures
• Which ad generates a greater interest and involvement and therefore awareness and consideration for your product or service?

Please see case stories for a few examples or click here for an example of our magazine advertisment report.

What do people really do when they receive a stack of direct mail offers? We can tell you.

In a medium where your envelope has one second to create interest or be tossed in the garbage, the importance of effective design and layout is well documented. We give a stack of direct mail offers to our respondents and learn how they sort through the stack. We see exactly what they see:

• Elements of the envelope that attract their attention
• Offers they react to
• Images, logos, headlines and prices that they'll remember

Will drivers and pedestrians register your billboard - and your message?

To simulate how outdoor advertising is seen on the street, we use slides and a progressive approach technique. Based on a timed exposure to the slides, we can simulate walking, driving or simply standing and looking.

The ultimate usability testing for website development.

VisionTrack videotapes exactly what people look at when they use your website and those of your competitors. We analyze the videotape and provide you with a detailed quantification of exactly what they did so that you can improve your overall brand experience on the web. We can provide you with more knowledge than any other eye-tracking company.

• Navigation: Are they comfortable navigating your site or do they get lost easily?
• Advertising: Is it getting and holding their attention?
• Layout: Where should you be placing the most important information?

Optimize your design and layout

Often catalogues use the same layout for every page or spread, with only the images and text changing. So, if you optimize the layout, the entire catalogue becomes very user friendly and easy to navigate.

How much impact does your new identity have vs. the old? Will your target audience increase their interest in your brand or your competitors?

A new identity is a difficult thing to research. Because so much thought and expression is condensed into a compact identity, it can often say many things to many people.

In addition to the imagery and attribute ratings so important in icon research, VisionTrack can help you determine how people will respond to your identity.

How is the audience reacting to your host?

News anchors, game show hosts, documentary presenters and product models for magazines or television are often profiled to allow them to increase their effectiveness, thereby attracting more viewers.

VisionTrack can help you select potential candidates by showing you:

• Who attracts the most attention and interest to their eyes, their smile, and their hair?
• Which attributes are being observed for their negative or positive aspects?
• Which specific visual aspects could be emphasized in the future?