Ludovic Depoortere – ROGIL SENSORY & MARKETING RESEARCH

DM-UPDATE: EYE-TRACKING

REFLECTION

CONSCIOUS

PROVIDE REASONING

BASIC FEELINGS

FIGHT OR FLIGHT

UNCONSCIOUS

BEHAVIOURAL

TAKE/ADAPT ACTION

UNCONSCIOUS

OLDEST BRAIN

VISUAL SENSORIAL

NEO CORTEX

RATIONALLIMBIC SYSTEM

EMOTIONAL

HOEVEEL WOORDEN LEES JIJ IN EEN SECONDE ?

3 tot 7 woorden

“DO AS I DO, NOT AS I SAY”

WHY INVEST IN RESEARCH ?

9

TECHNOLOGIE

Netvlies

Gele vlek & Fovea centralisOptische zenuw

Blinde vlek

Harde oogrok

Vaatvlies

Glasachtig lichaam

Lens

Iris Pupil

Achterste oogkamerVoorste oogkamer

Hoornvlies

OOGBEWEGINGEN

Fixatie

Saccade

EYE MOVEMENT REGISTRATION

Soorten heat maps

View PointsRelative

fixation length

WHY GIVE CONSUMER TASKS ?

ACTUEEL:

POLITIEKE MAILINGS !?

KIJKVOLGORDE

De respondenten bekijken eerst het gedeelte met de tekst in het midden. Daarna

kijken ze naar de hoofding van de brief om vervolgens onderaan de brief te eindigen.

1

2

345

6

7

1098

TOEGEVOEGDE WAARDE PAGINA 2 ?

CASE BELGACOM DIRECT E-MAIL

2 Titles / Bold font: Both the titles as the words that are printed in bold receive a lot of

attention in all tested types of communication.

KEY RESULTS – B2B WHAT ARE KEY FOCUS POINTS, WHAT ARE “BLIND” SPOTS?

BRAND RECALL !?

62 % < 81 %

(BM)

1 Branding: The Belgacom logo is not very contrasting the online newsletters (corner)

KEY RESULTS – B2B WHAT ARE KEY FOCUS POINTS, WHAT ARE “BLIND” SPOTS?

25

CASE VICTORIA SECRET

BRON: DE STANDAARD / EYESEE

ROGIL HEATMAP (RELATIVE ATTENTION)

WHAT DOES THIS MEAN FOR YOU?

Be consistent

Use contrast

No scrolling please !

Show us what to

DO !

KISS

Do the “Reality check”

Image > Text

What we see =

What we learned !

KEY MESSAGE

BE CREATIVE !BUT DON’T FORGET WE ARE HABIT DRIVEN BEINGS

L.Depoortere@rogil.eu