A small pair of glasses can provide new insights into consumers and boost your marketing. Eye tracking (on location) is the technology that makes it possible to always be two steps ahead. Unlike more traditional consumer tests, not only does the technology make use of the subject’s ability to describe and remember, but tests the eye’s movements second by second. Therefore, the analysis tool makes it possible to both test reading patterns and speed, in order to understand the consumer’s attention and interest, which constitute the first two marketing chains in the well-known AIDA model. In addition, the method makes it possible to spot disrupting elements in the marketing that need to be eliminated. Research shows that we make 90 percent of our decisions unconsciously. Of course, we keep that in mind when we test marketing. And eye-tracking is a very good tool for marketing analysis, which draws on several elements from neuroscience’s understanding of the brain. That is exactly why in our marketing analysis of Skoda, we have made use of eye-tracking in addition to qualitative interviews.
To Skoda, it is important to have a streamlined communication, as they are part of a market with many competitors of significant size and brand strength. Therefore, Skoda wanted to examine whether marketing in their customer magazine actually worked as intended. The aim was to find out how the 180,000 regular readers responded once they picked Skoda’s customer magazine, Nye Veje (New Roads), up in their mailbox. Which advertising does consumers see first, and what do they overlook? In this context, Skoda wanted to pay particular attention to how the various articles in the magazine were received, relative to the direct marketing.
In order to get a strong insight into Skoda’s target audience, we used a methodological strategy which included eye-tracking studies and qualitative, semi-structured in-depth interviews. A combination that made it possible to compare the results of the eye-tracking with the 18 informants’ own subjective experiences. This gave us an insight into what the consumer remembered reading, and what elements consumers had actually read, but filtered out through unconscious processes. We examined the items in the magazine that got the most attention from the test subjects. In the analysis, we focused mainly on what test subjects first noticed and what they spent the longest time reading. We gave the test subjects a magazine with the same contents, but with three different design solutions where the elements were placed differently, which made it easier to compare.
Kailow’s versatile cross-media expertise has enabled us to create simple and readily available solutions for Skoda, because we don’t just have insight into marketing and strategic marketing communications. We also have great knowledge of graphic design and printing solutions, and thus understand consumers holistically. The results that we presented for Skoda were surprising. They showed that, when we compared eye tracking analysis to the qualitative interviews, there were significant discrepancies. In other words, there was a difference between what the subjects reported having read/looked at, and what they actually had read/looked at. The difference illustrates how, as humans, we unconsciously filter away impressions – if the advertisement does not concern us, we quickly forget seeing it. But if it affected us, we will act on it at a later point.
Therefore, the advertisement may be placed strategically correct, even if we do not remember seeing it. In addition, the analysis showed that Skoda could advantageously consider some graphic solutions. For example, Skoda might benefit from inserting key adverts as loose leafs bound in a foil package, as several test subjects spent the time from the mailbox to the house scanning the loose leafs. Such solutions are easy to implement. And if 40% of the Nye Veje customer magazine’s 180,000 readers spend several minutes scanning this advertising, it creates fertile ground for additional sales. Therefore, ensuring that you use the right placements for your marketing is worth the effort.