Dm update rogil_presentatie
-
Upload
dm-institute -
Category
Business
-
view
107 -
download
1
description
Transcript of Dm update rogil_presentatie
![Page 1: Dm update rogil_presentatie](https://reader034.fdocuments.net/reader034/viewer/2022051819/54c71e484a79595e4e8b45dc/html5/thumbnails/1.jpg)
Ludovic Depoortere – ROGIL SENSORY & MARKETING RESEARCH
DM-UPDATE: EYE-TRACKING
![Page 2: Dm update rogil_presentatie](https://reader034.fdocuments.net/reader034/viewer/2022051819/54c71e484a79595e4e8b45dc/html5/thumbnails/2.jpg)
![Page 3: Dm update rogil_presentatie](https://reader034.fdocuments.net/reader034/viewer/2022051819/54c71e484a79595e4e8b45dc/html5/thumbnails/3.jpg)
REFLECTION
CONSCIOUS
PROVIDE REASONING
BASIC FEELINGS
FIGHT OR FLIGHT
UNCONSCIOUS
BEHAVIOURAL
TAKE/ADAPT ACTION
UNCONSCIOUS
OLDEST BRAIN
VISUAL SENSORIAL
NEO CORTEX
RATIONALLIMBIC SYSTEM
EMOTIONAL
![Page 4: Dm update rogil_presentatie](https://reader034.fdocuments.net/reader034/viewer/2022051819/54c71e484a79595e4e8b45dc/html5/thumbnails/4.jpg)
![Page 5: Dm update rogil_presentatie](https://reader034.fdocuments.net/reader034/viewer/2022051819/54c71e484a79595e4e8b45dc/html5/thumbnails/5.jpg)
![Page 6: Dm update rogil_presentatie](https://reader034.fdocuments.net/reader034/viewer/2022051819/54c71e484a79595e4e8b45dc/html5/thumbnails/6.jpg)
HOEVEEL WOORDEN LEES JIJ IN EEN SECONDE ?
![Page 7: Dm update rogil_presentatie](https://reader034.fdocuments.net/reader034/viewer/2022051819/54c71e484a79595e4e8b45dc/html5/thumbnails/7.jpg)
3 tot 7 woorden
![Page 8: Dm update rogil_presentatie](https://reader034.fdocuments.net/reader034/viewer/2022051819/54c71e484a79595e4e8b45dc/html5/thumbnails/8.jpg)
“DO AS I DO, NOT AS I SAY”
![Page 9: Dm update rogil_presentatie](https://reader034.fdocuments.net/reader034/viewer/2022051819/54c71e484a79595e4e8b45dc/html5/thumbnails/9.jpg)
WHY INVEST IN RESEARCH ?
9
![Page 10: Dm update rogil_presentatie](https://reader034.fdocuments.net/reader034/viewer/2022051819/54c71e484a79595e4e8b45dc/html5/thumbnails/10.jpg)
![Page 11: Dm update rogil_presentatie](https://reader034.fdocuments.net/reader034/viewer/2022051819/54c71e484a79595e4e8b45dc/html5/thumbnails/11.jpg)
TECHNOLOGIE
![Page 12: Dm update rogil_presentatie](https://reader034.fdocuments.net/reader034/viewer/2022051819/54c71e484a79595e4e8b45dc/html5/thumbnails/12.jpg)
Netvlies
Gele vlek & Fovea centralisOptische zenuw
Blinde vlek
Harde oogrok
Vaatvlies
Glasachtig lichaam
Lens
Iris Pupil
Achterste oogkamerVoorste oogkamer
Hoornvlies
![Page 13: Dm update rogil_presentatie](https://reader034.fdocuments.net/reader034/viewer/2022051819/54c71e484a79595e4e8b45dc/html5/thumbnails/13.jpg)
OOGBEWEGINGEN
Fixatie
Saccade
![Page 14: Dm update rogil_presentatie](https://reader034.fdocuments.net/reader034/viewer/2022051819/54c71e484a79595e4e8b45dc/html5/thumbnails/14.jpg)
EYE MOVEMENT REGISTRATION
Soorten heat maps
View PointsRelative
fixation length
![Page 15: Dm update rogil_presentatie](https://reader034.fdocuments.net/reader034/viewer/2022051819/54c71e484a79595e4e8b45dc/html5/thumbnails/15.jpg)
WHY GIVE CONSUMER TASKS ?
![Page 16: Dm update rogil_presentatie](https://reader034.fdocuments.net/reader034/viewer/2022051819/54c71e484a79595e4e8b45dc/html5/thumbnails/16.jpg)
ACTUEEL:
POLITIEKE MAILINGS !?
![Page 17: Dm update rogil_presentatie](https://reader034.fdocuments.net/reader034/viewer/2022051819/54c71e484a79595e4e8b45dc/html5/thumbnails/17.jpg)
![Page 18: Dm update rogil_presentatie](https://reader034.fdocuments.net/reader034/viewer/2022051819/54c71e484a79595e4e8b45dc/html5/thumbnails/18.jpg)
![Page 19: Dm update rogil_presentatie](https://reader034.fdocuments.net/reader034/viewer/2022051819/54c71e484a79595e4e8b45dc/html5/thumbnails/19.jpg)
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
![Page 20: Dm update rogil_presentatie](https://reader034.fdocuments.net/reader034/viewer/2022051819/54c71e484a79595e4e8b45dc/html5/thumbnails/20.jpg)
TOEGEVOEGDE WAARDE PAGINA 2 ?
![Page 21: Dm update rogil_presentatie](https://reader034.fdocuments.net/reader034/viewer/2022051819/54c71e484a79595e4e8b45dc/html5/thumbnails/21.jpg)
CASE BELGACOM DIRECT E-MAIL
![Page 22: Dm update rogil_presentatie](https://reader034.fdocuments.net/reader034/viewer/2022051819/54c71e484a79595e4e8b45dc/html5/thumbnails/22.jpg)
![Page 23: Dm update rogil_presentatie](https://reader034.fdocuments.net/reader034/viewer/2022051819/54c71e484a79595e4e8b45dc/html5/thumbnails/23.jpg)
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?
![Page 24: Dm update rogil_presentatie](https://reader034.fdocuments.net/reader034/viewer/2022051819/54c71e484a79595e4e8b45dc/html5/thumbnails/24.jpg)
BRAND RECALL !?
62 % < 81 %
(BM)
![Page 25: Dm update rogil_presentatie](https://reader034.fdocuments.net/reader034/viewer/2022051819/54c71e484a79595e4e8b45dc/html5/thumbnails/25.jpg)
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
![Page 26: Dm update rogil_presentatie](https://reader034.fdocuments.net/reader034/viewer/2022051819/54c71e484a79595e4e8b45dc/html5/thumbnails/26.jpg)
CASE VICTORIA SECRET
![Page 27: Dm update rogil_presentatie](https://reader034.fdocuments.net/reader034/viewer/2022051819/54c71e484a79595e4e8b45dc/html5/thumbnails/27.jpg)
![Page 28: Dm update rogil_presentatie](https://reader034.fdocuments.net/reader034/viewer/2022051819/54c71e484a79595e4e8b45dc/html5/thumbnails/28.jpg)
BRON: DE STANDAARD / EYESEE
![Page 29: Dm update rogil_presentatie](https://reader034.fdocuments.net/reader034/viewer/2022051819/54c71e484a79595e4e8b45dc/html5/thumbnails/29.jpg)
ROGIL HEATMAP (RELATIVE ATTENTION)
![Page 30: Dm update rogil_presentatie](https://reader034.fdocuments.net/reader034/viewer/2022051819/54c71e484a79595e4e8b45dc/html5/thumbnails/30.jpg)
WHAT DOES THIS MEAN FOR YOU?
![Page 31: Dm update rogil_presentatie](https://reader034.fdocuments.net/reader034/viewer/2022051819/54c71e484a79595e4e8b45dc/html5/thumbnails/31.jpg)
Be consistent
Use contrast
No scrolling please !
Show us what to
DO !
![Page 32: Dm update rogil_presentatie](https://reader034.fdocuments.net/reader034/viewer/2022051819/54c71e484a79595e4e8b45dc/html5/thumbnails/32.jpg)
KISS
Do the “Reality check”
Image > Text
What we see =
What we learned !
![Page 33: Dm update rogil_presentatie](https://reader034.fdocuments.net/reader034/viewer/2022051819/54c71e484a79595e4e8b45dc/html5/thumbnails/33.jpg)
KEY MESSAGE
BE CREATIVE !BUT DON’T FORGET WE ARE HABIT DRIVEN BEINGS