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Human- Eyes Research Findings

Human- Eyes Research Findings. May 2003. Contents:. Background: Objectives and Methodology. Research objectives.

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Human- Eyes Research Findings

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  1. Human- Eyes Research Findings May 2003

  2. Contents:

  3. Background: Objectives and Methodology

  4. Research objectives The objective of this research was to examine whether the target audience prefers presentation aids and products produced using 3D technology over similar products produced by 2D technology In order to examine preferences the following parameters were measured: • Noticeability perception • Originality/innovativeness perception • Trendiness perception • Aesthetic beauty perception (on the visual level) • “It suits me” perception • General approval • Recollection of elements included in the presentation aids

  5. Methodology • The research was conducted according to the Experimental Design approach. The principle of this approach is to expose the target audience to different experimentation conditions where in each condition all the variables – except the studied variable (“the stimulus”) – are fixed. The research examines the dependent variable (“the reaction”) in each of the experiment conditions and determines if the stimulus does indeed cause some sort of effect. In this case, the examined effect was the reaction to presentation aids and products produced by 3D technology compared to those produced by 2D technology. The research was conducted between April 30th and May 4th during the afternoon and evening hours

  6. Experiment layout • The research examined 4 different products. Each product was produced by the two methods: 3D and 2D • The products were tested on two age groups – in each age group separate experiments were conducted with two different products. • The age groups: • Teenagers aged 13-18 • Young people aged 20-30 Sample structure:

  7. Experiment layout (continued) • For each product a separate experiment was conducted among 100 subjects (of the relevant age group) where half of the testees (50 people) were initially exposed a 2D presentation aid / product and only then to the 3D presentation aid / product. The other half of the testees were exposed to the products in a reverse order i.e., first to the 3D and then to the 2D. • Experiment stages A. The testees were exposed initially to one product only [half of them to a 2D product and half to a 3D product] and were asked a series of hedonic questions (on a scale of 1 to 10) according to the dimensions relevant to each product and also projection questions regarding the posters. • B. In the second stage using the posters the product was concealed and the testees were asked an open question concerning which elements they recall.

  8. Experiment layout (continued) • G. In the next stage the testees were exposed to the same product but in a format they had not yet been exposed to and asked a set of questions identical to those they were asked in stage A. • H. In the final stage the testees were exposed to the two formats simultaneously and asked comparative questions and questions of direct preferences.

  9. Summary of Findings and Conclusions

  10. summary of findings With respect to all the presentation aids and products that were examined, and in both age groups, a clear preference was found for products produced by the 3D technique compared to the same products produced using the 2D technique, both in the monadic part, in which each product is examined relative to itself[not comparatively] in questions of image, in projection questions, and in comparative questions:

  11. summary of findings • Beers and handsets posters • In questions pertaining to image the advantage of the 3D poster over the 2D poster was especially obvious in the “attracting attention” dimension. • In the projection questions a higher percentage of respondents attributed the 3D posters to places with a prestigious, trendy, and young image compared to the 2D posters. • In the recollection questions recollection rates were similar with a certain advantage to the 2D poster in terms of the number of items mentioned. It appears that the 3D effect caused attention to be focused on certain items.

  12. summary of findings • CD and notebook covers • In questions pertaining to image the advantage of the 3D products over the 2D products was especially obvious in the “originality” and “innovativeness” dimensions. • In questions regarding the price the respondents were prepared to pay more for a product with a 3D cover compared to one with the 2D: • 16% more on average for a 3D CD cover [assuming its regular price is 50 NIS] • 26% more on average for a 3D notebook cover [assuming its regular price is 15 NIS]

  13. summary of findings • The main reasons raised for preferring 3D products and posters: • Original, special and unconventional, innovative, real, tangible and three dimensional. • The main reasons raised for preferring 2D products and posters: • Simple, clear and noticeable, doesn’t bother the eye.

  14. Summary and Conclusions • In summary it can be said that the experiment findings show there is a clear preference for the presentation aids and products produced by the 3D technique over products produced by the 2D technique. • This finding was found consistently: • A – regarding all the examined products, both the posters and the covers • B – in both of the tested age groups: 13-18 and 20-30 • C – with no significant difference between the sexes • The research findings indicate that the 3D products and presentations have the potential to become more attractive products and create a positive impact among consumers (in the case of products) or those exposed to the media (in the case of presentation aids).

  15. Research Findings

  16. Presentation Aid #1 Beer Poster 100 interviewees Ages 20 - 30

  17. Stage 1 – monadic test – 2D and 3D[averages on a scale of 1-10] • In all the tested dimensions a clear advantage was found in the poster produced using the 3D technique over the poster produced using the 2D technique. • The most noticeable difference was found in the “attracts attention” dimension.

  18. Where did you expect to find the poster? In the projection questions a higher rate of respondents attributed the 3D poster to places with a prestigious, trendy, and younger image compared with the 2D poster.

  19. Stage 2 – recollection Mentioned at least one item 100% mentioned at least one item 99% Overall, the interviewees recollected a similar number of items in both posters with a slight advantage to the 2D poster. It appears that the attention given to the 3D effect diverted attention from details in the poster to a certain extent.

  20. Stage 3 – comparing the two posters – 2D and 3D • The comparison questions indicate a clear preference for the 3D poster over the 2D poster. A demographic examination did not show preference differences based on sex and age. • Preferreres of the 3D poster) N=73) said they liked it better because it is 3D (59%), original and SPECIAL (38%), interesting and intriguing and catches the eye (25%). • Preferreres of the 2D poster(N=21) mentioned they liked it better because it is clear and noticeable.

  21. Presentation Aid # 2 Cellular Handsets Poster 100 interviewees Ages 13 - 18

  22. Stage 1 – monadic test – 2D and 3D [averages on a scale of 1-10] • In all the examined dimensions a clear advantage was found of the poster produced using the 3D technique over the poster produced using the 2D technique. • Similarly to the finding regarding the beers poster, here too the most noticeable difference is in the “attracts attention” dimension.

  23. Where did you expect to find the poster? In the projection questions a higher percentage of respondents attributed the 3D poster to places with a prestigious, trendy, and younger image compared with the 2D poster.

  24. Stage 2 - recollection mentioned at least one item 98% mentioned at least one item 98% Overall, the interviewees recollected a similar number of items in both posters with a slight advantage to the 2D poster. It appears that the attention given to the 3D effect diverted attention from details in the poster to a certain extent.

  25. Stage 3 – comparing the two posters – 2D and 3D • The comparison questions indicate a clear preference of the 3D poster over the 2D poster. A demographic review showed that in this age group preference of the 2D poster is higher among the younger ages of 12-14 whereas preference of the 3D poster is noticeable among the older ages of 13-18. • Preferreres of the 3D poster) N=89) said they liked it better because it catches the eye (58%), is 3D (38%), unconventional and special (37%), attractive (18%), real (18%), or intriguing (17%). • Preferreres of the 2D poster(N=21) mentioned they liked it better because it is clear and noticeable and because the 3D poster is blurred/unclear or bothers the eye.

  26. Product #3 CD of Sarit Hadad 100 interviewees Ages 20 - 30

  27. Stage 1 – monadic test – 2D and 3D [averages on a scale of 1-10] • In all the examined dimensions a clear advantage was found of the CD cover produced by the 3D technique over the cover produced by the 2D technique. • The most noticeable differences were found in the “original” and “innovative” dimensions.

  28. If you saw a friend with a CD with such a cover what would you think of them? [open question, more than one answer possible] • A more positive attitude “net” towards a friend who owns a CD with a 3D cover compared with one who has a CD with a 2D cover.

  29. Stage 2 – comparing the two CDs – 3D and 2D Assuming the price of a regular CD is 50 NIS, the maximal average price the participants are willing to pay for a CD with a 3D cover is 58.2 NIS [standard deviation – 17.8] • The comparison questions indicate a clear preference of the 3D poster over the 2D poster. A demographic examination did not show preference differences based on sex and age. • Preferreres of the 3D poster) N=86) said they liked it better because it is original and special (55%), catches the eye (36%), innovative (33%), and 3D (23%). • Preferreres of the 2D poster(N=16) mentioned they liked it better because it is simple and because the 3D covers bothers their eye.

  30. Product # 4 Notebook cover 100 interviewees Ages 13 - 18

  31. Stage 1 – monadic test – 2D and 3D • In all the examined dimensions a clear advantage was found of the notebook cover produced by the 3D technique over the notebook cover produced by the 2D technique. • Similarly to the findings pertaining to the CD cover, the most noticeable differences were found in the “original” and “innovative” dimensions

  32. If you saw a friend with a notebook with such a cover what would you think of them? [open question, more than one answer possible] • Both notebook covers gained similar rates of positive attitude. With respect to the 3D cover a positive reference is noticeable regarding dimensions of innovation and originality. • The neutral attitude towards the 2D notebook cover is of higher percentage compared to the 3D cover

  33. Stage 2 – comparing the two notebook covers – 3D and 2D Assuming the price of a regular notebook is 15 NIS, the maximal average price the participants are willing to pay for a notebook with a 3D cover is 19 NIS [standard deviation – 4.7] • The comparison questions indicate a clear preference of the 3D poster over the 2D poster. A demographic examination did not show preference differences based on sex and age. • Preferreres of the 3D cover) N=77) said they liked it better because it is original and special (49%), attractive/charming (44%), catches the eye (33%), 3D (30%), and innovative/updated (23%). • Preferreres of the 2D cover(N=24) mentioned they liked it better because it is simple, clear, and noticeable and because the 3D cover bothers their eye.

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