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Blackstone’s Eye-tracking Research: What is it? What can it do for you?

Blackstone’s Eye-tracking Research: What is it? What can it do for you?. Advanced Communication Evaluator ( ACE): What is ACE?. ACE is a research program that measures the impact of your visual stimuli. Tobii Eye-tracking. Primary Research Questionnaire Survey. ACE Framework.

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Blackstone’s Eye-tracking Research: What is it? What can it do for you?

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  1. Blackstone’s Eye-tracking Research:What is it?What can it do for you?

  2. Advanced Communication Evaluator (ACE):What is ACE? • ACE is a research program that measures the impact of your visual stimuli Tobii Eye-tracking Primary Research Questionnaire Survey ACE Framework Visual Impact Analysis

  3. Advanced Communication Evaluator (ACE):What is Tobii? • Tobii eye-tracking technology is • State-of-the-art • Scientific and accurate • Remote and non-intrusive Visual stimulus Video screen Tobii infra-red camera

  4. Advanced Communication Evaluator (ACE):Methodology Analytical Framework • Tobii tracks the eye-gaze of respondents and tells us • What parts of stimulus material were looked at • In what order • For how long and how intensely • Carefully focused, customized set of questions quantitatively measure how respondents react to your product/service • Perceptions communicated by the stimulus • Attitudinal reactions to the product/service

  5. Advanced Communication Evaluator (ACE):Methodology (contd.) Deliverable • Triangulation of the following pinpoints strengths and weaknesses of stimulus • Attitudinal scores • Perceptual responses • Eye-tracking data • Final analysis will isolate specific executional areas in the stimulus causing outstanding/disappointing perceptions

  6. Advanced Communication Evaluator (ACE): Areas of Use • ACE applies to the design of • Print advertisements • TV commercials • Web-site design and development • Store shelves • Product packaging • New products • Brand logos • Instruction manuals • Graphical user interface of software apps • Testing the visual design with ACE before launch improves impact and avoids expending on sub-optimal designs

  7. Advanced Communication Evaluator (ACE):Areas Of Use • ACE provides valuable answers to the following critical questions: • Where should you place your most valuable content? • Do people pay attention to your product and brand image? • How does the customer perceive your product/brand against competitors? • Does your product/package/ad drive users to a purchase decision? • Does your product have have intuitive usability?

  8. Advanced Communication Evaluator (ACE): Sample Gaze Path of Ad

  9. Advanced Communication Evaluator (ACE): Sample Fixation Time Graph

  10. Advanced Communication Evaluator (ACE): Sample Heatmap of Ad 002

  11. Advanced Communication Evaluator (ACE): Sample Heatmap of Website

  12. Advanced Communication Evaluator (ACE): Sample Fixation Time Graph

  13. Advanced Communication Evaluator (ACE): Sample of Shelf

  14. Mike Burmester360 North Michigan Avenue, Suite 1500, Chicago, IL 60601312.423.4028 / fax 312.419.8419 / www.bgglobal.com Questions?

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