Why Visiontrack?
     

 
Unparalleled accuracy, insight and actionable information.

At VisionTrack, we are eye-tracking experts. In order to ensure the highest quality of research analysis and recommendations, we combine the following:

  • Superior eye-tracking technology
  • A proven reliable and accurate analysis system
  • A team of experts that includes Professor Moshe Eizenman, the developer of these unique technologies and a leading authority in eye-tracking research
  • Over 10 years of experience in consumer research applications - using eye-tracking technology
  • A research analysis team with experience in business and brand strategy, marketing, sales, and agency-side creative.

The result? Unparalleled accuracy, insight and actionable information that you can use right away to optimize your marketing communication



  		Why Eye-tracking?
     


Objective Assessment: Consumers behave truthfully, but are often unable to recall or report their behavior accurately and in detail. Because our behavior is controlled by our emotions, it is extremely difficult for consumers to report on exactly what gets and holds their attention when the effectiveness of marketing communication has to be measured.

The current methodology used by the majority of researchers to evaluate marketing communication through the use of a typical Q & A process have significant non-sampling errors associated with gathering the necessary information.

When it comes to evaluating marketing communications, Q&A research does have some significant limitations as well as natural non-sampling errors:
 

  • Questions are formulated - are the right ones being asked?
  • Questions are asked - how? By whom?
  • Did the respondent understand them?
  • Consumer articulates response - which response do they choose?
  • Is the respondent fatigued after being asked many questions?
  • The response is recorded - how? Is it accurate?
  • The researcher then interprets the response.
  • The interpretation is presented - How? Is it understood?

That's why for many years, the need for eye-tracking services has been identified in consumer research studies, journals, articles and handbooks of marketing research. Why? Because it provides an objective, detailed and accurate assessment of a particular piece of marketing communication.

An objective, accurate, detailed and reliable assessment of marketing communications with VisionTrack:

  • How much impact does your marketing communication have?
  • What did you see? What did you not see?
  • How quickly did you notice?
  • In which order did you see everything you saw?
  • How much do consumers consider your marketing communication?
  • How much time did you spend looking at every visual element you saw?
  • How often did you look at every visual element you saw?
Even though it is not feasible, could you imagine asking these questions and receiving accurate and truthful answers about your brand and all of your competitors? If you're interested in what the answers to these questions mean to your business, VisionTrack has the solution.

Cut Through Information Overload: Today's consumer is overwhelmed by an ever-increasing amount of information generated through various media sources and distribution channels. The consumer's ability to process this information is limited by the amount of time and interest that they have to focus on this information. Marketers need to find effective ways to cut through.

Only when you find out what people really do when they come into contact with your marketing communication, will you be able to derive the insight and knowledge necessary to increase its effectiveness.



  		How Does Eye-Tracking Work?
     


Head wearing eye-tracker Eye movement behavior consists of stops - known as fixations - interspersed with a sequence of rapid eye movements call saccades. During fixations, the eye is in a resting position.

While at rest, an image is built up in the retina and perceived by an individual. VisionTrack records these fixations (in milliseconds) onto videotape. The videotape shows each respondent's eye position as it moves over the subject material being researched. This recording is then analyzed by a customized interactive analysis system.

We simply ask the respondent to wear a lightweight headband during the eye-tracking portion of the research study. (See The Respondent Experience). An analysis of the respondents fixations can tell us exactly what they saw and for how long. They also tell us how many times the respondent fixated on any given element and in which sequence these elements were seen.



  		The Power of Visual Equity
     


The concept of "visual equity" is a simple and powerful one: How much attention and interest are you getting?

VisionTrack's previous research studies as well as other academic research papers (J. Wesley Hutchinson, Professor of Marketing, The Wharton School, University of Pennsylvania) show that "visual equity" of any marketing communication is directly related to consideration and, ultimately, the purchase of the respective brand. In short, the more attention people give to your product, the more likely they are to buy it.

It's no surprise - better visual equity means more sales. It is therefore in the interest of all marketers to measure and consistently improve the visual equity of all marketing communications - especially as it relates to the competition.

VisionTrack measures the effectiveness of your messages and gives you specific, actionable recommendations to optimize your marketing communication - providing a significant return for the research investment (see return on investment).



  		Competitive Intelligence
     


One of the unique advantages with an eye-tracking study is the ability to not only measure your marketing communication, but the relative success of your competitors. By comparing measurable results, you can take immediate steps to gain a competitive advantage.

Our analysis team provides unique consumer insights using the following measurements:

Please note that the following is an illustration of a quantitative category study. However, the same measurements can be taken for other marketing communications on a quantitative or qualitative basis.


Shelf of Toothpaste Brands

How long does it take consumers to see each brand? Each price?
Learn the consumer's scanning pattern and the impact of the planogram on your brand.

Shelf of Toothpaste Brands


% of Respondents Who Noticed Each Brand

Unseen is unsold! Some brands are seen by less than 10% of respondents while nearly all respondents see other brands. We'll tell you which ones and why.



Average Time Viewing Each Brand

How much is your brand being considered? Fixation duration is positively correlated with consideration and purchase.



% of Respondents Who Considered Each Brand

Is your brand receiving serious consideration? Depending on the subject matter, we can choose "minimum consideration" levels with which to measure effectiveness.



Consumer Shopping Behavior

How will consumers shop your category?Finding out new information about how consumers shop your competitor's brands, (alongside yours) can inform marketing decisions for years to come.


% of Respondents Who Noticed the Price of Each Brand

How important is pricing in your category? Our technology allows us to be very specific on small objects being researched, allowing us to report on the behavioral characteristics of every element.



The Average Number of Times Prices Were Checked

How important is the price of your brand? We determine consideration levels by measuring how long a respondent fixates on any given element as well as how many times they look at it.


Insights from sub-groups

When we have a sufficient quantitative sample, we can compare sub-groups within the study and discover unique differences in how they behave.

Here are a few comparative sub-group examples:

  • Heavy category users vs. light users
  • Loyal brand users vs. switchers
  • Price sensitive users vs. brand choosers
  • "Your" brand choosers vs. "another" brand choosers
  • Respondents who chose a brand and recalled seeing its TV ad vs. those who chose a brand and did not recall seeing its TV ad
  • Demographic comparisons (regions, gender, age, income etc.)


  		Return on Investment
     


VisionTrack research is unique because we can precisely measure and quantify - in detail - specific behavioral responses to your marketing communication. In short, we provide you with accurate and objective data and insightful information that you can use.

VisionTrack can provide Competitive Intelligence that:

  • You have never had before
  • Your competitors don't have
  • You can use to inform other initiatives
  • Is based on what consumers do, not what they said they did
  • Is stable and reliable based on analysis of significant amounts of information
  • Is based on experience
  • Clearly illuminates and compares key strengths and weaknesses of both your marketing communications and your competitors at the same time
  • Allows you to understand the process that your consumers go through when viewing your marcomm efforts
  • Allows you to make faster decisions on actionable, fact-based research
  • Gives you both strategic insights and tactical recommendations
  • Clarifies or supports previous research findings
  • Provides valuable and clear direction to your creative partners.
  • Will help you change the consumers behavior to improve your brands performance
That's more than just "good value" but a sound return on business investment.