Imotions Attention Tool Methodologies

CONFIDENTIAL
BEYOND EYE TRACKING™
®
METHODOLOGY APPROACH - SAMPLES CASES
EYE TRACKING / READING METRICS / EMOTION METRICS
EMOTION METRICS Emotional Activation
PACKAGING / PRINT
+ ?
Questionnaire
EYE TRACKING METRICS Spotlight Highlight
EMOTION METRICS EYE TRACKING METRICS
TV Cell A
Cell B + ?
Emotional Activation Bee Swarm + Rubber Bands
EYE TRACKING METRICS
SHELF
Spotlight Highlight
© iMotions - Emotion Technology A/S • Denmark, India, USA • sales@imotionsglobal.com • www.imotionsglobal.com

Redistribution is not permitted without written permission from iMotions. “iMotions’ trademarks” are registered trademarks of iMotions - Emotion Technology A/S in the US and EU.
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Friday, January 22, 2010

CONFIDENTIAL
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METHODOLOGY APPROACH - TV ADVERTISEMENT ANALYSIS
Case:
You have a 30 secs. TV Ad which you want to edit to a 15 second Ad. Which scenes should I keep?
Should I change the ending? Can I do something to enhance my branding?, etc...
Methodology: Attention Tool® + Questionnaire
EMOTION METRICS EYE TRACKING METRICS
Cell A
Cell B + ?
Emotional Activation Bee Swarm + Rubber Bands
Representative frame of each scene 30 second TV Ad
Target segment Cell A: 60 people each (30 M / 30 F) / Young & Old Cell B: 60 people each (30 M / 30 F) / Young & Old

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NEW Product feature and seen more than 75%

EYE TRACKING METRICS:
Product feature and not seen between 50% & 75% Males Females
Bee Swarm - Rubber Bands
Product not feature between 25% & 50%

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Males Females
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EMOTION METRICS:
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Emotional Activation Curve
This graph states the Arousal level 4
each scene produces with the consumer
3
Arousal
- - - - -
NEW
Branding
Product seen / not seen
EYE TRACKING METRICS:

Bee Swarm - Rubber Bands
75%
Attention
% Total viewers
50%
25%
? Cognitive Interpretation

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Answers to the Questionnaire: Which brand was shown in the Ad?

Young: 39 % Stimorol & 58% V6 / Old: 19% Stimorol & 73% V6
(Cognitive support that the brand is not being noticed in the Ad.)
Conclusions / Learnings:
‣ The Ad movie works well emotionally but it does not achieve to expose the product / brand properly and benefit from
the “high” emotional activation. This is also confirmed by the low recall rate specially with the “Young” segment.
‣ Use the woman’s ability to create emotional activation to grab attention as she generates considerable more emotional
activation than the man.
‣ Capitalize when the product is in touch or on top of the main characters (man & woman) as it is only then when the
product get exposure, otherwise it is not seen.
‣ The people and their faces get the attention of the respondent, not the rest, including the “flying bubbles”.
‣ The “flying bubbles” are basically not seen throughout the Ad. They distribute the attention of the respondent
preventing the attention on the main messages.
‣ The shot of the inside of the chewing gum (frame 3) gets the lowest Emotional Involvement of all the Ad.

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METHODOLOGY APPROACH - PACKAGING

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Background & Objectives

You have 5 different package design of a new product and you want to choose which one to launch to market.
+ ?
Target segment
Cell: 60 people (30 M / 30 F)
Questionnaire
Shelf testing EYE TRACKING METRICS Spotlight Highlight
5 New Packaging Proposals

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1. Emotional Activation (Arousal) = Stopping power / Ability to grab attention
When you check the Emotional Activation results you do not have to pick the “winner” but rather take out the “losers” (those ones that got
the lowest Emotional Activation). So you might take out the 2-3 weakest packaging proposals. Keep the ones with “Stopping power” or
ability to grab attention.
5 New Packaging Proposals
Hardware setuo
- ✓ - - ✓
to next step

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2.a Eye Tracking (Spotlight) = Branding & Communication measurement / Individual analysis
a. Comparison Analysis: To know what is holding the attention of the consumer in the packaging proposals (the product, logo, product
name, ingredients, slogan, benefits etc..,) in which order and for how long. Based on what the brand wants to prioritize, you can quickly
see which proposal better communicates the core messages & claims.
Tropical (T) Watermelon (W)

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2.a Eye Tracking (Highlight) = Branding & Communication measurement / Individual analysis
Tropical (T) Watermelon (W)
HIGHLIGHTS T (Time spent) W (Time spent) T (View order) W (Time spent)

Stimorol 5% 5% 7 2
Senses 22% 28% 1 1
Enjoy the experience 7% X 2 X
Flavor 6% 9% 6 3
New 3% 5% 4 4
Piece of Gum 12% X 3 X
14 gums 4% 5
8% 5
Sugar free (gum) 6% 8

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2.b Eye Tracking (Spotlight & Highlight) = Branding & Communication measurement / Shelf analysis
b. Shelf Analysis: To know which proposal has better characteristics as a packaging system in order to break out of the competitive clutter.
These proposals will have a better change to be noticed, thus to be purchased.
NOTE: This shelf example does not correspond with the packages in focus.
Spotlight analysis Highlight analysis

Hardware setup

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? 3. Questionnaire = Cognitive interpretation of the package
This step will give you insights to what the consumer think consciously about the specific packages.
Questions about:
?
Recall
Brand familiarity
Brand associations
Purchase intent
Perceived quality

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Emotional Activation (Arousal) = Stopping power / Ability to grab attention
+ Eye Tracking (Spotlight & Highlight) = Branding & Communication measurement

(Individual Analysis & Shelf Analysis)
? Questionnaire = Cognitive interpretation of the package
= Adding up these 3 analysis, brands have clear and robust data from the non conscious to the
purely cognitive to choose the packaging proposal with most chances to succeed in the market.
Winning Packaging Proposal
The Watermelon package is better than the Tropical one:

‣ Better branding
‣ Better hierarchy of brand communication elements
‣ Better distribution / order of brand communication elements
‣ Higher emotional activation / stopping power
For case studies go to http://www.imotionsglobal.com/Case+Study

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METHODOLOGY APPROACH - PRINT ADVERTISEMENT

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You have 5 different art direction proposal for your new campaign and you want to know which is the strongest
option. You can also pin point which ones to implement to your different target segments.
Target segment
Cell: 60 people (30 M / 30 F)
+ ?
Questionnaire
EYE TRACKING METRICS Spotlight Highlight
1. EMOTION METRICS (Emotional Activation)

a. Arousal = Stopping power / Ability to grab attention
b. Comparative Matrix
METRICS 2. EYE TRACKING METRICS (Spotlight & Highlight) = Branding & Communication measurement
3. Questionnaire = Cognitive interpretation of the package
= Winning Proposal

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CONFIDENTIAL
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1.a Emotional Activation (Arousal) = Stopping power / Ability to grab attention
When you check the results you do not have to pick the “winner” but rather take out the “losers” (those ones that got
the lowest Arousal). So you might take out the 2-3 weakest ad proposals. Sometimes it is difficult to know which ones
to choose as they may appear to be very similar. Then go to the Comparative Matrix.
PARIS = 3.7 RIO = 4.0 FIJI = 4.7 IBIZA = 1.4 MILAN = 5.5
- ? ✓ - ✓
to next step

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1.b Emotional Activation (Arousal); Comparison Matrix
This matrix facilitates the selection of the stimuli by telling if they are significantly different or not among each other.
The matrix is telling us that “MILAN” (being the strongest proposal emotionally) is only significantly similar with “FIJI”,
thus these 2 proposals are the “winners” and will go to the next step.
PARIS = 3.7 RIO = 4.0 FIJI = 4.7 IBIZA = 1.4 MILAN = 5.5
Pairwise Comparison Matrix

H0 accepted = similar to each other
- ✓ ✓
H0 rejected = significantly different
60_PARIS 50_RIO 54_FIJI 56_IBIZA 59_MILAN
60_PARIS H0 accepted H0 accepted H0 accepted H0 rejected H0 rejected
50_RIO H0 accepted H0 accepted H0 accepted H0 rejected H0 rejected
54_FIJI H0 accepted H0 accepted H0 accepted H0 rejected H0 accepted
56_IBIZA H0 rejected H0 rejected H0 rejected H0 accepted H0 rejected
59_MILAN H0 rejected H0 rejected H0 accepted H0 rejected H0 accepted

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2. Eye Tracking (Spotlight & Highlight) = Branding & Communication measurement
What is important here, is to know if the consumer look at the product / service, logo, description, slogan, benefits etc.
and how much do they do it. Based on what you want to prioritize, you can quickly see if the proposals have enough
brand communication power and what they are lacking.
Spotlight analysis
TO NEXT STEP
Hardware setuo
Highlight analysis

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? 3. Questionnaire = Cognitive interpretation of the package
This step will give you insights to what the consumer think consciously about the specific ads.
✓
Questions about:
?
Recall
Cognitively, the respondents prefer
Brand familiarity
to be pampered than to go shopping.
Brand associations
Purchase intent
Perceived quality

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Emotional Activation (Arousal & Comparative Matrix) = Stopping power / Ability to grab attention
+ Eye Tracking (Spotlight & Highlight) = Branding & Communication measurement
? Questionnaire = Cognitive interpretation of the package
= Adding up these 3 analysis, brands have clear and robust data from the non conscious to the
purely cognitive to choose the advertisement proposal which communicates best.
Winning Advertisement Proposal
For case studies go to http://www.imotionsglobal.com/Case+Study

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CONFIDENTIAL
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METHODOLOGY APPROACH - SHELVE / SPACE MANAGEMENT

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CONFIDENTIAL
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You want to know the optimal space arrangement for 2 groups of products in the same shelf.
How do I maximize my exposure?
NOTE: This methodology can be used for all type of shelve, display and POS space management and to evaluate new packaging system proposals.
EYE TRACKING METRICS EYE TRACKING METRICS
Spotlight Highlight Spotlight Highlight
EYE TRACKING METRICS (Spotlight & Highlight) = Branding & Communication measurement
“Configuration 1”: Fusion group of products on Top shelf “Configuration 2”: V6 group of products on Top shelf
Target segment Cell A: 60 people each (30 M / 30 F) Cell B: 60 people each (30 M / 30 F)

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Highlight
Fusion at the top V6 at the top

HIGHLIGHTS
(Time spent) (Time spent)
Top Shelf 15% 12%
Middle Shelf 10% 11%
Discount Divider X 4%
Spotlight
Answer:
You maximize your exposure by placing the

“Round” group of products in the Top shelf
and the “Squared” group of products in the
Middle shelf.
Insight:
Discount-Pris groceries divider is get

attention & is looked by approximately 75%
of the respondents.

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CONFIDENTIAL
THANKS FOR YOUR TIME!
For inquiries contact sales@imotionsglobal.com
www.imotionsglobal.com
iMotions - Emotion Technology A/S is a high tech company with HQ in Copenhagen DK.
We have created and developed a very robust technology with several patents on eye
tracking, reading patterns & pre-conscious emotional response measurements through
the interpretation of the reaction of the eye.
Thereby we are a step ahead any other eye tracking solution in the World.

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Imotions Attention Tool Methodologies

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CONFIDENTIAL

BEYOND EYE TRACKING™

EMOTION METRICS Emotional Activation

EYE TRACKING METRICS Spotlight Highlight

EMOTION METRICS EYE TRACKING METRICS

EYE TRACKING METRICS

© iMotions - Emotion Technology A/S • Denmark, India, USA • sales@imotionsglobal.com • www.imotionsglobal.com

Friday, January 22, 2010

Methodology: Attention Tool® + Questionnaire

EMOTION METRICS EYE TRACKING METRICS

Representative frame of each scene 30 second TV Ad

© iMotions - Emotion Technology A/S • Denmark, India, USA • sales@imotionsglobal.com • www.imotionsglobal.com

Friday, January 22, 2010

NEW Product feature and seen more than 75%

© iMotions - Emotion Technology A/S • Denmark, India, USA • sales@imotionsglobal.com • www.imotionsglobal.com

Friday, January 22, 2010

EYE TRACKING METRICS:

© iMotions - Emotion Technology A/S • Denmark, India, USA • sales@imotionsglobal.com • www.imotionsglobal.com

Friday, January 22, 2010

Answers to the Questionnaire: Which brand was shown in the Ad?

© iMotions - Emotion Technology A/S • Denmark, India, USA • sales@imotionsglobal.com • www.imotionsglobal.com

Friday, January 22, 2010

BEYOND EYE TRACKING™

© iMotions - Emotion Technology A/S • Denmark, India, USA • sales@imotionsglobal.com • www.imotionsglobal.com

Friday, January 22, 2010

Background & Objectives

EMOTION METRICS Emotional Activation

Shelf testing EYE TRACKING METRICS Spotlight Highlight

5 New Packaging Proposals

© iMotions - Emotion Technology A/S • Denmark, India, USA • sales@imotionsglobal.com • www.imotionsglobal.com

Friday, January 22, 2010

1. Emotional Activation (Arousal) = Stopping power / Ability to grab attention

5 New Packaging Proposals

© iMotions - Emotion Technology A/S • Denmark, India, USA • sales@imotionsglobal.com • www.imotionsglobal.com

Friday, January 22, 2010

Tropical (T) Watermelon (W)

© iMotions - Emotion Technology A/S • Denmark, India, USA • sales@imotionsglobal.com • www.imotionsglobal.com

Friday, January 22, 2010

Tropical (T) Watermelon (W)

HIGHLIGHTS T (Time spent) W (Time spent) T (View order) W (Time spent)

© iMotions - Emotion Technology A/S • Denmark, India, USA • sales@imotionsglobal.com • www.imotionsglobal.com

Friday, January 22, 2010

Spotlight analysis Highlight analysis

© iMotions - Emotion Technology A/S • Denmark, India, USA • sales@imotionsglobal.com • www.imotionsglobal.com

Friday, January 22, 2010

? 3. Questionnaire = Cognitive interpretation of the package

© iMotions - Emotion Technology A/S • Denmark, India, USA • sales@imotionsglobal.com • www.imotionsglobal.com

Friday, January 22, 2010

Emotional Activation (Arousal) = Stopping power / Ability to grab attention

+ Eye Tracking (Spotlight & Highlight) = Branding & Communication measurement

? Questionnaire = Cognitive interpretation of the package

Winning Packaging Proposal

The Watermelon package is better than the Tropical one:

For case studies go to http://www.imotionsglobal.com/Case+Study

© iMotions - Emotion Technology A/S • Denmark, India, USA • sales@imotionsglobal.com • www.imotionsglobal.com

Friday, January 22, 2010

BEYOND EYE TRACKING™

© iMotions - Emotion Technology A/S • Denmark, India, USA • sales@imotionsglobal.com • www.imotionsglobal.com

Friday, January 22, 2010

Background & Objectives

Methodology: Attention Tool® + Questionnaire

EMOTION METRICS Emotional Activation