ET applications
Getting started with Eye-tracking studies is easy
JMR handles all the details and delivers you the digital data files results, your files with our eye-track data superimposed, a narrative of the digital findings, and a narrative of the subjective findings based on interviews with subjects immediately after completing their eye-tracking session.
Consumer panels for your eye-tracked product study
Drawing on JMR's 20,000-registered Japanese respondent database (and a similar number for Korea and China), we select a group of subjects based on the demographics and/or psychological profile of the customers you are targeting. Based on scientific research, it has been found that quite small samples can be used to generate statistically valid eye-tracking group findings. Of course, it is important to properly segment your sample to suit your target market; JMR can handle all of this for you.
Testing is performed at JMR's Tokyo office where you and/or your Japanese staff can observe the proceedings. The testing phase of the study can take as little as 2 days.
Marketing & advertising applications
Web Site Layout
JMR Eye-tracking Solutions provide you with a new level of information about user behavior and experience that is not found in traditional testing methodologies. Find the exact entry and exit points for your site and the sequence of every point of attention. Measure dwell times in microseconds at key visual points. Find out if your corporate logo is being noticed. Determine the best location on the home page for your latest offerings. Have you provided a personalization feature for returning visitors? Can they easily find the place to click to enter a purchasing process? Eye-tracking Solutions can answer these questions for you.
Web Site Navigation
In addition to providing information on task completion, click stream and user feedback information, Eye-tracking Solutions provide an objective view of individual and group behavior that helps answers such questions as:
* Are key pieces of information being viewed?
* Can users find what they are looking for?
* How do users search for information?
* How is a user's time distributed across the sections of the page/application?
* How does browsing behavior differ from task-oriented behavior?
* Where, at exactly what point in the browing process, am I losing customers?
Advertising Effectiveness
JMR Eye-tracking Solutions can show you, to the pixel, how an ad is performing visually. Applications include testing ad placement, ad creatives, promotions on your own site, and advertising on other sites. Our technology provides an automated participant feedback interface that allows for questions to be asked around subjective feedback to ads and recall. Is advertising being viewed? Do viewers recognize branding elements?
Packaging Design
With Eye-tracking Solutions by JMR you can take, for instance, your creative department's best-suggested designs for a new package or page design and compare their performance in the consumers' eyes. See whether consumers are really noticing key elements that you defined. Stop depending solely on subjective studies that simply ask subjects to pretend to be creative directors and artist. While consumers may say they prefer a particularly attractive design, eye-tracking testing my reveal that your brand, pricing, logo or other key elements is being overwhelmed by such elements.
Shelf Layout
Chain stores and convenience stores need to allocate precious shelf space based on parameters such as best performing product groups, special campaigns, and pay-for-placement agreements. Use JMR Eye-tracking Solutions to determine the "eye-ball" flow around your displays, to justify added charges for special shelf locations and other issues faced by store planners and managers.
Strategic types of Eye-tracking studies
JMR's clients have various strategic objectives when commissioning an eye-tracking study. These purposes include benchmarking, design comparison, usability testing, or competitive assessment.
Benchmarking
A specific digital media (Web site, application, advertising, TV ad converted to digital file) is tested by itself to identify performance strengths and weaknesses.
Design Comparison
Alternative designs of a digital media (Web site, application, advertising) are comparatively tested to determine which design generates the affects envisioned by the company and its ad creators.
Usability Testing
Usability testing applies the "think aloud protocol" method in which subjects are asked to verbalize thinking while attempting to complete a task. Eye-tracking can be used on your written, AV and web-based instruction materials to give an objective measure of whether the consumer is following instructions as envisioned by your engineering departments.
Competitive Assessment
Digital media (Web site, application, advertising) from competitors are comparatively tested against your company's offering to assess relative performance.
