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Keep it Simple, Honey…

Keep it Simple, Honey…. XXII Annual. Seminar. Tracking The Eye While Reading The Mind A new angle to print communication evaluation. Abhikanksha Sharma,Research executive Ashutosh Paretkar , Account Director Firefly Millward Brown Virat Khullar , Tata Motors.

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Keep it Simple, Honey…

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  1. Keep it Simple, Honey… XXIIAnnual Seminar Tracking The Eye While Reading The Mind A new angle to print communication evaluation AbhikankshaSharma,Research executive AshutoshParetkar, Account Director Firefly Millward Brown ViratKhullar, Tata Motors

  2. What Do You See In This Picture?

  3. The girl is very beautiful…she is a model Looks like she is dressed for a carnival Very pretty face…she is attractive

  4. Often consumers ‘SEE’ a lot and ‘SAY’ little

  5. …And that is a key challenge with print communication

  6. Print Ads Are ‘Static’ But Require ‘Active’ Processing • Print ads don’t move, but the consumers mind moves through the ad to create an effective advertising experience • More ‘work’ is required from the audience to process the information • Higher level of reader involvement allows transmission of more complex, multifaceted messages in a print ad than a TV ad

  7. Information rich or Visual rich? Text Rich Visual Rich

  8. Information rich or Visual rich? Text Rich Visual Rich

  9. Specifically in Automotive…print needs to • Communicate brand experience • Aid in decision making • Have a call to action • Influence key decision makers by driving emotional connect • Follow category generic codes like car visuals, experience, written text on feature set etc

  10. Information rich or Visual rich? Text Rich Visual Rich

  11. The Eye Sees And The Mind Processes • The eye behaves like an active ‘gate-keeper’ for the mind • We developed a process that could give a complete understanding of what the eye sees + of what the mind processes Qualitative discussion Stated responses on understanding, attention, branding etc Deeper elemental decoding Capturing the eye movement Areas that attract instant attention, hold attention A process that helps Get an understanding of the stated as well as unstated Follow the natural consumer processing flow

  12. How Did This Help Tata Motors?

  13. Case 1 – Tata Nano 2012 • Launch of Nano 2012 • Communication Objective • Is the communication able to highlight new features

  14. Case 1 – Tata Nano 2012 Eye track results showed that • Consumers paid more attention on a specific feature • Human figures and car were not highly noticed In the qualitative • We could specifically probe about the highlighted feature. (31 design and 37 technology patents in this case) • Have pointed questions about EMI etc • And not follow the classical ‘tell me about this’ approach

  15. Case 1 – Tata Nano 2012 Hence the recommendations • Human figures can be removed • Feature details should be given more space • 31 design and patents to be highlighted

  16. Case 2 – Indica eV2 • Launch of the new Indica eV2 • Communication Objective: • Showcase safety with best in class reinforced steel frame • Announce the new launch with advanced features

  17. Case 2 – Indica eV2 During the depth interview • Focus was on the family picture • Family picture cued pleasurable family experience and not safety Eye Track results revealed that • Consumers don’t pay much attention to the family picture • The description of reinforced steel body goes unnoticed • Headline announcing new launch highly noticed

  18. Case 2 – Indica eV2 Hence the recommendation • Safety does not get established with the family picture • Need to highlight the description for reinforced steel to bring in the safety connotation

  19. Case 3 - Manza • Two layouts to be tested • To understand which layout better showcases Manza as a ‘club class’ sedan Layout 1 Layout 2

  20. Case 3 - Manza 1 3 7 • However, the gaze path for layout 2 was top down and structured • Hence lesser probability of key elements/features being missed as against in layout 1 • At a claimed level both layouts seemed similar and highlighted same features • Seats and music console were the elements driving the premium ‘Club Class’ feel 5 4 3 6 2 1 5 4 7 2 6 8

  21. Case 3 - Manza Hence the recommendation • A top down layout (layout 2) • Clearly showcase features and details • Highlight space and music console as they go with the club class impression

  22. What Did Our Clients Say About This?

  23. Adding Value To Qualitative Interactions Eye Tracking Qualitative Interactions Tell me about this…consumers discuss all elements one by one Captures unaided spontaneous reactions Helps in focused questioning Capture consumer attention hooks in detail Research led interaction Consumers tend to pick up and play back the brand quite easily Can conclusively prove if the brand is truly integrated in the layout

  24. So…What Do You See In This Picture? Males Females

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