Eye Tracking Results Comparison With Images From The 3M ... · Eye Tracking Results Comparison With Images From The 3M VAS System. Conclusions I will leave it to you to draw your

Written by J.Ward www.acuity-ets.com

Eye Tracking Results Comparison With

Images From The 3M VAS System.

Image 1 – Nissan Pathfinder Advert

3M Images

EyeTracked Images

Notes : The text box to the right was highlighted in the 3M system, but seemingly ignored, and very little attention was thought to be spend there. The right hand top image shows the estimated regions of interest. On the bottom two heatmaps the left, duration based heatmap shows how long was spent fixating in each area relative to the persons exposure to this image (5 seconds) and the one on the right shows fixations. As you can see there is very little correlation between the actual heatmap and the artificial heatmap.




Image 2 – Sony Bravia Advert

3M Images

Eye Tracked Images

Notes : This image is a great visual illusion and a clever piece of marketing – too clever for the 3M system it seems as it highlights areas solely in the circular design, even though the text box at the bottom was highlighted, and the branding and sale message claimed to have been missed. With the actual eye tracking results we can see that people struggle to focus on the outside circles of the image, due to the illusion working its magic on your brain! We can also see that there was a lot of fixations on the sales message so it was notices, as was the Sony branding but the actual amount of time spent there was quite low, so many, short fixations – the sort of result that would prompt us to check with the participants their level of recall of the product or brand advertised.




Image 3 – No Smoking Day Advert

3M Images Eye Tracked Images

Notes : In what is a very powerful anti-smoking advert, this is designed to shock and play on emotion as a reader. The text in both the field and bottom right corner were highlighted but it seems the 3M system didn’t feel the key message of the advert was prominent enough as both the heatmaps and ROI boxes failed to pick it up. With the eye tracking data we can see people scanning the field of white crosses briefly but their main attention and focus, and dwell time is on that core message as it should be. Even the text in the corner with the details of the non-smoking day received less fixations (unlike in the 3M version) but there was still significant time spent digesting the information.




Image 4 – Ecology Statement Advert

3M Images

Eye Tracked Images

Notes : On this image the 3M system actually identifies the meerkats as an ROI but gives is a low priority, instead going for the doorway as the main focal point – and again, even though the text was highlighted it is ignored barring the logo in the corner. With the eye tracked images we see a lot of short fixations along the text, aswe would expect with fixation data when people are reading, and a lot of interaction with the furry guys on the the roof where there are both large numbers of fixations and dwell time, although from an advert point of view they are probably distracting from the message here....




Image 5 – Levi’s Copperman Advert

3M Images Eye Tracked Images

Notes : We can see that the 3M system correctly identifies the Levi logo and text branding to the left and top right, which were both highlighted in the mark up system. However the ‘copper man’ face which we did highlight and mark as a face was ignored. Perhaps through a lack of contrast? With the real eye tracking data we can see that faces, even artificial ones still draw and hold our attention and although the copper man’s body draws a lot of fixations (4th image) it is his face that holds the attention of the viewer (3rd image) and neither of these two things are highlighted by the 3M system. It also oddly picks out the characters ankles as a hot spot but then labels (quite unfortunately!) an area around his hands and groin as focal points....




Image 6 – Sisley Fashion Advert

3M Images

Eye Tracked Images

Notes : In this high fashion shot the branding is the key message, and the photographer is using the two models faces to catch your attentions and then guide it to the branding. Both the brand and the faces were highlighted on the 3M system. The red cloth however stole the show and although one models’ eye was picked up the other face was almost virtually ignored. The results on the branding itself however were quite good and comparative to the eye tracked data, probably the best result of the testing – although misleading that there wouldn’t not be any attention captured by the ladies in the picture.




Image 7 - Adidas Trainers

3M Images

Eye Tracked Images

Notes : The 3M system was told there was text in the bottom corner, but didn’t choose to highlight this, even though the actual eye gaze data shows high levels of attention and number of fixations on the writing – which was a slogan core to the Adidas campaign at the time. With regards to the shoe itself the results weren’t bad, but using the 3M data you would assume the message in the bottom right wasn’t getting through, when it obviously was.




Conclusions

I will leave it to you to draw your own conclusions. The eye tracking data was captured from 11 different people, 4 female and 7 males and the images were part of a 20 image set put up in random order, and displayed for 5 seconds per image. For each image there are five image, the original image, two from 3M’s VAS system (showing attention and ROI – regions of interest) and two Tobii outputs (one showing the number of fixations in each area (based with a 35 pixel radius and dwell of 40ms) and the other showing the maount of time spent in each area relative to the 5 seconds they spent on the page). From my viewpoint the results are very conclusive and I know where I would be happier spending my money, and knowing the results I received were true to human behaviour. Jon Ward Sales Director Acuity ETS Limited

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Eye Tracking Results Comparison With Images From The 3M ... · Eye Tracking Results Comparison With Images From The 3M VAS System. Conclusions I will leave it to you to draw your