Keep it Simple, Honey…

XXII Annual MRSI Seminar, 17-18 December 2012, Gurgaon

Tracking The Eye While Reading The Mind

A new angle to print communication evaluation

Keep it Simple, Honey…

XXII Annual

Seminar

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Abhikanksha Sharma,Research executiveAshutosh Paretkar, Account Director

Firefly Millward BrownVirat Khullar, Tata Motors


What Do You See In This Picture?

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The girl is very beautiful…she is a

model

Very pretty face…she is attractive

Looks like she is

dressed for a carnival


Often consumers ‘SEE’ a lot and ‘SAY’ little

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…And that is a key challenge with print communication

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Print Ads Are ‘Static’ But Require ‘Active’ Processing

• Print ads don’t move, but the consumers mind moves through the ad to create an effective advertising experience

• More ‘work’ is required from the audience to process the information

• Higher level of reader involvement allows transmission of more complex, multifaceted messages in a print ad than a TV ad

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Information rich or Visual rich?Text

Ric

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Visual Rich

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Ric

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Visual Rich

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Specifically in Automotive…print needs to

• Communicate brand experience

• Aid in decision making

• Have a call to action

• Influence key decision makers by driving emotional connect

• Follow category generic codes like car visuals, experience, written text on feature set etc

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Ric

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Visual Rich


The Eye Sees And The Mind Processes

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• The eye behaves like an active ‘gate-keeper’ for the mind

• We developed a process that could give a complete understanding of what the eye sees + of what the mind processes

Qualitative discussion

Stated responses on understanding, attention, branding etc

Deeper elemental decoding

Capturing the eye movement

Areas that attract instant attention, hold attention

A process that helps

Get an understanding of the stated as well as unstatedFollow the natural consumer processing flow


How Did This Help Tata Motors?

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Case 1 – Tata Nano 2012

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• Launch of Nano 2012

• Communication Objective

• Is the communication able to highlight new features

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Case 1 – Tata Nano 2012Eye track results showed that

• Consumers paid more attention on a specific feature

• Human figures and car were not highly noticed

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In the qualitative

• We could specifically probe about the highlighted feature. (31 design and 37 technology patents in this case)

• Have pointed questions about EMI etc

• And not follow the classical ‘tell me about this’ approach

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Case 1 – Tata Nano 2012

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Hence the recommendations

• Human figures can be removed

• Feature details should be given more space

• 31 design and patents to be highlighted


Case 2 – Indica eV2

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• Launch of the new Indica eV2

• Communication Objective:

• Showcase safety with best in class reinforced steel frame

• Announce the new launch with advanced features



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During the depth interview

• Focus was on the family picture

• Family picture cued pleasurable family experience and not safety

Eye Track results revealed that

• Consumers don’t pay much attention to the family picture

• The description of reinforced steel body goes unnoticed

• Headline announcing new launch highly noticed



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Hence the recommendation

• Safety does not get established with the family picture

• Need to highlight the description for reinforced steel to bring in the safety connotation


Case 3 - Manza

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Layout 1 Layout 2

• Two layouts to be tested

• To understand which layout better showcases Manza as a ‘club class’ sedan


Case 3 - Manza

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• However, the gaze path for layout 2 was top down and structured

• Hence lesser probability of key elements/features being missed as against in layout 1

• At a claimed level both layouts seemed similar and highlighted same features

• Seats and music console were the elements driving the premium ‘Club Class’ feel


Case 3 - Manza

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Hence the recommendation

• A top down layout (layout 2)

• Clearly showcase features and details

• Highlight space and music console as they go with the club class impression

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What Did Our Clients Say About This?

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Adding Value To Qualitative Interactions

Qualitative Interactions

Eye Tracking

Tell me about this…consumers discuss all elements one by one

Research led interaction

Consumers tend to pick up and play back the

brand quite easily

Captures unaided spontaneous reactions

Helps in focused questioning

Capture consumer attention hooks in detail

Can conclusively prove if the brand is truly

integrated in the layout


So…What Do You See In This Picture?

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Males Females

Documents

Keep it Simple, Honey…