Eye tracking is a popular method to measure visual attention in scientific studies, though advertising practitioners rarely turn to it, largely because of the complexity, time and cost involved in conducting such studies so far. Instead, the majority of consumer insights tend to come from data generated through surveys, because written reports are versatile, easy to administer, inexpensive and quick. But mounting evidence indicates that introspection is an unreliable predictor of consumer behavior. Respondents often want to please the interviewer, guess the goals of the research and work on conveying a certain image. In addition, some people simply lack access to their own thoughts and feelings or cannot articulate them well. [Berger, Wagner, Schwand, Assessing Advertising Effectiveness: The Potential of Goal-Directed Behavior, Psychology and Marketing, Vol. 29(6), June 2012, p.411]
The idea behind creating Attensee is to connect the practical easiness of conducting survey research with eye tracking’s power of providing actionable behavioral data. In this case study, we compare two print ads of major clothing companies.
Both Attensee & Tobii shows fixation points to appear on models’ faces (mostly on the female’s), the bag strap and the logo. What’s interesting, a lot of attention has been driven to the male’s hairy armpit which leaves us with a conclusion that, unless it was a purposeful attempt to create a rebel, sexually-tensed kind of look to the brand’s image, the attention distribution could have been allocated more favorably.
As in the case of Gucci, both methods used present the fixations points in the same places of this visual. What brought respondents’ attention were the watch, pants’ elastic band and the logo put in foreground. All of those elements communicate the brand perfectly and make the most of given attention time. The one element which caughts people’s gaze with no obvious reason is the male’s navel. As in the Gucci ad, we believe it to be a deliberately chosen brand’s personality driver. By the way, have you noticed that the guy puts his hand in pants?
When analyzing the research results, we didn’t have to consider them separately. Both Attensee and Tobii eye tracker gave us the same insights on the tested visual stimulus. This leaves us with a conclusion that Attensee can be successfully used as a lab research alternative when you need your study to be done fast and need credible & actionable results.