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AdvertisingResearch:Instructor’sManual
Copyright?2012PearsonEducation,Inc.publishingasPrenticeHall
AdvertisingResearch:Instructor’sManual
Copyright?2012PearsonEducation,Inc.publishingasPrenticeHall
PAGE
9. ObservationResearch:Biometrics
ChapterGoals
Afterreadingthischapterstudentsshouldhaveabetterunderstandingof:
? howeachformofbiometricobservationisused.
? thestrengths,weaknesses,andlimitationsofeachformofbiometricobservation.
? howeachformofbiometricobservationcontributestoadvertisingdecision-making.
NotestotheInstructor
TheChapterLectureprovidesaguidetokeytopicsandcontent.ThePowerPointslidesarenamed:davis_adresearch_ch9.ppt.
Severaloftheslidesprovidelinks(showninred)toresearchcompaniesandvideosillustratingdiscussedtechniques.
Theonlinesupplementalreadingsprovideactualbiometricresearchstudiesandfindings.ThefivecasestudiesprovidedbyTobiiillustratethediverseareasinwhicheyetrackingcancontributetounderstandingconsumerresponseanddecision-making.TheEtrecasesfocusonuseabilityandpresentEtre’sanalysisoffourcommercialwebsites.
Allofthecasesillustrateaveryimportantaspectofeyetrackingresearch(andforthatmatter,researchingeneral).Whileeyetrackinginstrumentscanprovideawealthofquantitativedataregardinghowastimuluswasprocessed,itstilltakesinsightful,creativeresearcherstointerpretthedataanddeterminethedata’simplicationsfordecision-making.
ChapterLecture
Slide9-2 Biometricresearchmeasuresanindividual'svoluntaryandinvoluntaryresponsestostimulisuchasadvertisements,webpagesorpackages.Mostcommonlymeasuredvoluntaryresponseiseyetrackingwhilethemostcommonly
measuredinvoluntaryresponsesarebrainwavesorphysiologicalresponsessuch
asgalvanicskinresponse,heartrateandbloodpressure.
Slide9-3
Slide9-4
I.EyeTracking
Recordseyemovementsasonewatchesacommercial,readsanadvertisement,looksataproductpackage,orinteractswithawebpage.Isunobtrusiveandpermitsrespondenttoactinanaturalmanner.Datarecordingiscontinuousandinformationonwhere,howlong,andinwhatordertherespondentlookedisautomaticallyrecorded.
A.KeyMeasures
Advertising-relatedeyetrackingresearchtendstofocusonsixkeymeasures:
? Firstfixationidentifiesvisualelementthatattractsgreatestamountofinitialattention.Thiselementistheinitialfocalpointinstimulus.
? Timetofirstfixationisamountoftimethathaselapsedfromthestartofvisualprocessinguntilaspecificelementinthestimulusisviewed.
? Mostfixationsidentifyvisualelement(s)thatmaintainattention.
Theseareelement(s)thatconsistentlyattractattentionacross
multipleviewers.
? Individualgazetimeistheamountoftimespentlookingatindividualelement(s)inthead.Longergazetimesreflecthigherlevelsofinterestordeeperlevelsofinformation/visualprocessing.
? Totalgazetimeissumofallindividualgazetimesandreflectshowengagedavieweriswithstimulusoverall.Shortertotalgazetimestendtoreflectviewerconfusionordisinterestwhilelongertotalgazetimesareanindicatorofincreasedengagement.
? Movementbetweenelementsindicateshowstimuluswasprocessed.Asystematicorstructuredapproach,whereoneelementleadstheeyetothenextlogicalelement,isalwayspreferableovertherandomviewingofelements.
Allsixmeasuresareimportant.Theyallowanadvertisertobetterunderstandhowstimulusisprocessedandtobetteridentifyelementsofanadthatarenotbeingprocessedorwhichfailtoattractattention.
B.PresentationofFindings
Onceeyetrackingdataiscollected,itcanbepresentedinanumberofways.
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Slide9-5showsasamplead.Mostcommonapproachesare:
? GazePathillustratesindividualsearchpathsthroughthead.Largercirclesindicateagreateramountoftimespentinaparticulararea.Numbersindicatethesequenceoffixations.Notehowlownumberstendtogrouptogetherasdohighnumbers.Thisindicatesthatalthoughthereisvariationacrossindividuals,thevisualpatternacrossindividualswasfairlyconsistent.
? Heatmapsummarizesviewingpatternsoftheentiresamplebyusingcolorsorshadingtorepresenttheamountoftimespentviewingparticularareas.Thebrighterthecolor,thelongertheaverageindividualspentlookingatthatarea.Heatmapsthereforeprovideinsightsintowhatindividualsexposedtothestimulusareandarenotlikelytosee.
? OpacityChartisalternativetoheatmap.Viewershipisrepresentedby“openings”inthestimulus.Themoreclearlyaportionoftheadisseen,thehigherandmoreintensethelevelofviewing.
(Slide9-9providesalinktoeyetrackinginaction.)
C.ApplicationofEyeTrackingtoAdvertisingPlanning
Thiscontributestoimprovedadvertisingplanningbyprovidinginsightsintohowparticularstimuliareprocessed.Theseinsightshelpadvertisersmakemoreinformeddecisionswithregardtomediaselectionandadplacementwithinaspecificmedium.
Example:GoogleGoldenTriangle
EnquirousedeyetrackingdatatodiscoverGoogle’s“GoldenTriangle.”
? GoldenTriangleextendsfromtopofresultsovertothetopoffirstresult,thendowntoapointontheleftsideatthebottomofthe"abovethefold"visibleresults.Thiskeyareawaslookedatby100%oftheparticipants.Itincludestopsponsored,toporganicresultsandGoogle'salternativeresults,includingshopping,newsorlocalsuggestions.
Thereseemstobean"F"shapedscanpattern,wheretheeyetendsto
travelverticallyalongthefarleftsideoftheresultslookingforvisualcues(relevantwords,brands,etc.)andthenscanningtotherightifsomethingcaughttheparticipant'sattention.
Applicationoftheseresultstoadvertisingplanningandcanbeseeninthepercentageofindividualsviewingdifferentads.
“Visibilitydroppedquicklywithorganicrankings,startingatahighof100%forthetoplisting,droppingto85%atthebottomofthe"abovethefold"listings,andthendroppingdramatically
belowthefoldfrom50%atthetopto20%atthebottomofthepage.Onsidesponsoredads,thetoprankedresultsreceivedmuchmoreinthewayofbotheyeactivityandclickthrough.
About50%ofparticipantslookedatthetopad,comparedtoonly
10%wholookedatadsinthe6,7or8thlocationonthepage.Insearcheswheretopsponsoredresultsarereturnedinadditiontorightsponsoredads,thetopadsreceivedmuchhighervisibility,beingseenby80to100%ofparticipants,asopposedto10to
50%ofparticipantswholookedatthesidesponsoredads.”
D.ApplicationofEyeTrackingtoEvaluationAndRevisionofAdvertising
Creative
Eyetrackingiswellsuitedtodeterminingastimulus’strengthsandweaknessesandforprovidingdirectionforresearch-guidedrevision.
Slide9-
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Thisisthetestadvertisement.
ThisistheGazePlot,whichshowstheorderoffixations.Each“bubble”isatleast250milliseconds,andthesizeofthebubblereflectsthelengthofthefixation.
ThisvisualtranslatesthegazedataintoanOpacityChart.Visibleareasinthischartreflecttheareasthatwerelookedatthelongest.Takentogether,theGazePlotandOpacityChartsledtotheadvertisementbeingbrokenintofourdistinctsegments:“FaceandBody,”“Headline,”“Tagline”“ProductImage.”Forthisad,thegoalwastocommunicatethebrandname“MagicFace,”andasaresult,thebrandnamewasalsoconsideredasegmentofthead.
Twokeymeasuresweretimetofirstfixationandaveragegazetime.Timetofirstfixationreflectsthesuccessorfailureofeachadelementtoattractattention.Timetofirstfixationresultsshowthatittakesaverylongtimeforindividualstoobtainproduct-relatedinformationviathebrandnameandproductimage.
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Slide9-
Additionally,verylittletimeisspentoneithertheproductimageorbrandname.
Resultsledtothefollowingrecommendations:(1)movethead’smainmessageclosertowherepeoplearenaturallylooking,(2)enlargebrandname,(3)movecopytotheothersideofthead,closertothemodel’sfaceandinanareaatwhichthemodelislooking.
OpacityPlotfortherevisedadindicatesthattherevisiondidnotdegradethevisualprocessingofthead.
Datarelatedtotimetofirstfixationandaveragegazetimeindicatethattherevisionssignificantlystrengthenedthead.Notehowtimetofirstfixationhasdecreasedforboththe“MagicFace”brandnameandthetagline.
Onceindividualsfocusedontheseareas,theytendedtostaylonger.Notehowaveragegazetimehasincreasedforthebrandnamewithoutsacrificingtimespentontheproductimage.
E.CombiningEyeTrackingWithRetrospectiveInterviews
ActionReviewInterviewisacombinationofeyetrackingwithpost-trackinginterviews.Stimulusispresentedandeyetrackingdataiscollected.Next,the
eyetrackingdataisplayedbacktorespondent.Respondentisaskedtoprovidea
narrativeoftheirthoughtsandfeelingsastheeyetrackingdataisviewed.
ActionReviewInterviewisanexcellentexampleofhowthecombinationofdifferentresearchtechniquesisabletoprovideinsightsbeyondthoseprovidedbyeachtechniqueindividually.
F.CombiningEyeTrackingWithFacialCodingandVerbalResponse
Anotherresearchapproachcombinesthreedatacollectiontechniques:eye-tracking,facialcoding,andverbalresponse.
? FacialCodingrecordsthedegreeofemotionalresponsegeneratedbythestimulus,basedontheSevenCoreEmotions:surprise,fear,anger,sadness,disgust,contempt,orhappiness.)
SensoryLogic(linkedonSlide9-21)providesarationaleforwhyallthreetypesofinformationareimportant.
II.Neuromarketing
22
Slide9-
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Slide9-
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Neuromarketingisthelabelgiventotheuseofbrainobservationformarketingpurposes.Insimplestform,brainwaveobservationexaminesthechangesinbrainactivityinthepresenceofadvertising,brandsorotherstimuliandcommunications.
? Usesstate-of-the-arttechnologiessuchasfunctionalmagneticresonanceimaging(fMRI),magneto-encephalography,andelectroencephalograms(EEGs)toobservewhichareasofthebrain"lightup"whentestsubjectsvieworhearadvertisingorothercommunications.
Rationale:Consumerbuyingdecisionsaremadeinsplitsecondsinthesubconscious,emotionalpartofthebrain,andbyunderstandingwhatwelike,don’tlike,want,fear,areboredby,etc.asindicatedbyourbrain’sreactionstobrandstimuli,marketerscandesignproductsandcommunicationstobettermeet‘unmet’marketneeds,connectanddrive‘thebuy’.
Thetwoprincipaltechniquesformeasuringbrainwavepatternsandactivationarefunctionalmagneticresonancetomography(fMRI)andelectroencephalography(EEG).
? fMRIusesmagneticresonancescannerstoproducesetsofcross-sectionsofthebraincalledtomograms.fMRIsidentifythespecificareasofthebrainthatareactivatedataspecificpointintime.AsopposedtoanEEG,whichdirectlymeasureselectricalactivity,fMRIobservesandmeasureschangesinbloodflowandoxygenationinthebrainandthenrelatesthelevelsmeasuredtobrainactivity.
? EEGmeasuresandrecordsthebrain’selectricalactivity.Itprovidesinsightsintohowmuchofthebrainisengagedatapointintimebut,unlikeanfMRI,itcannotpinpointthespecificareasbeingactivated.Thisrequiresthatspecialsensors(electrodes)beattachedtoanindividual’shead,wherethesesensorsareinturnattachedtoacomputer,whichreadschangesinbrainactivity.TheEEGthenreportswhichareasofthebrainareactivatedandthestrengthofactivity.
ThereiswidespreadconsensusthatboththefMRIandEEGprovidehighlyreliablemeasuresofbrainactivity.Therearetwodistinctperspectives,however,onwhichtypeofmeasurementisofgreatervalue.
A.fMRI:ActivationofSpecificBrainAreas
Someareattemptingtolinkchangesinactivityinspecificbrainareasto
unobservablepsychologicaloutcomessuchasemotionalrewards,disgust,brandloyalty,andpersuasion.Alargebodyofresearchhasidentifiedthespecificbrainareasassociatedwiththesephenomena.Asaresult,whenadvertisingexposureactivatestheseorotherknownfunctionalareas,neuromarketersassumetheassociatedpsychologicaloutcomehasoccurred.
Examples:
? Anincreasedactivationinthebrain’srewardareaswouldbeseenasapositiveoutcomeofadvertisingexposure.
? Theareaofthebrainresponsiblefortheassessmentanddevelopmentof“trust”hasbeenidentified.Neuromarketersarenowtestingadvertisingtoseewhetherornotthisspecificareaofthebrainisactivatedbyanad,assumingthatincreasedactivationisanindicationofincreasedtrustintheadvertisingandbrand.
CommercialcompaniessuchasMindSignareusingfMRItestinginamoreappliedsetting.
“Wemakeavideograph,soyoucanwatchyouradandseethebrainreactionmappedoveritinreal-time—youcanseewhataboutyouradcausesbrainactivationordeactivationmomentbymoment.Next,weetakebrainreactionstoseveraldifferentversionsofaTVorradioadvertisement,keepthepartsthatcauseactivation,removepartsthatcausedeactivationandwerebelowthedatabaseaverage,andedittogetherwhat’sleftintoacoherentwhole.Wethenrescanthenewspotonthesubjectandshowthatthere-editedversionhasgreaterbrainactivationthentheoriginal.”
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Slide9-25showstwoMindSignfMRIcommercialtests.
B.OverallBrainActivation(EEG)PlusPhysiologicalMeasures
Thegoalistodeterminetheextentofoverallbrainengagement,operationalizedasthedegreetowhichanindividualcommitsmentalfunctiontotheprocessingofanadvertisingcommunication.Greatercommitment(asreflectedingreateroverallbrainactivitywhichinturnisreflectedintheEEGreadings)isbelievedtoleadtogreateradvertisingsuccess.
NeuromarketerswhotakethisapproachoftencombineEEGdatawithphysiologicalmeasuressuchasgalvanicskinresponseandheartratetocomputeanoverallmeasureofanindividual’sreactionsandlevelofengagement.
TworepresentativecompaniesthattakethisapproachareSandsResearchand
OnetoOneInteractive.
Slide9-
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Slide9-
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1.SandsResearch
SandsResearchusesproprietaryalgorithmstocombineoverallneuralactivitywithotherphysiologicalmeasurestocomputeastimulus’NeuralEngagementFactor(NEF).Companyarguesthatthismeasureofengagementbetterreflectsadvertisingresponseandisthereforeabetterpredictorofadvertisingsuccessversusmoretraditionalmeasures,suchasfocusgroupsorquantitativesurveys.
2.OnetoOneInsights
OnetoOneInsightsalsocombinesphysiologicalmeasureswithEEGdatatocalculateasummarymeasureanindividual’sengagementwithavisualstimulus.Thismeasureissupplementedwitheyetrackinginformationandapost-
exposureinterviewtoprovideanadditionalperspectiveforinterpretationandinsights.OnetoOneInsightscallsthisapproachQuantemo.
“Quantemo?allowsforthesimultaneouscaptureofmultiplebiophysicalresponses(breathrate,galvanicskinresponse,heartrate)inadditiontoeyetrackinginformation.Afterrecordingthebiophysicalmeasures,Quantemo?combinesallofthemeasuresintoasingle,representativemeasureofphysiological
engagement.TheQuantemo?PhysiologicalIndexorQPIservesasasinglepointofreferenceoftheoveralllevelofphysicalengagement(ordisengagement)exhibitedbyaresearchparticipant.PositiveQPIscoresrepresentstrongerphysiologicalengagementwhilenegativeQPIscoresrepresentweakerphysiologicalengagement.”
QEIisonecomponentofanoverallassessmentofengagement.
RecentOnetoOneInsightsresearchillustratesthepoweroftheQEItodiscriminateresponsestoadvertising.Thecompanyexaminedvideogameplayer’sresponsestoadvertisingplacedinvideogames.
HigherlevelsofQEIwereassociatedwithhighlevelsofbrandrecall/recognition,asshowninSlide9-27.
C.ConcernsRegardingNeuromarketing
Clearthatneuromarketingiscurrentlyinformingadvertisingdecision-makingandhaspotentialtoprovideevengreaterinsightsin
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