Tobii has today released a new customer case on print advertisement research and eye tracking, based on a study by research company Rogil from Belgium. The aim of the study was to gain insight into the impact of a print advertisement for the alcohol drink “After” aimed at women. The study combined quantitative, qualitative and behavioral measurements (eye tracking) and the seven A4 print advertisements were show on an eye tracker screen (using the Tobii 2150, predecessor to the Tobii T60 XL eye tracker) . In total 131 consumers participated of which 52 where eye tracked. The participants were asked to look at these ads as they would do in a magazine and they could control the viewing time themselves.
The results revealed that there was a mismatch between the interpretation of the ad and the actual product as the majority of the females could not correctly identify the product as an alcoholic drink. Consumers’ attention was mainly directed to the logo, the visual and the product. But the product information at the bottom, explaining the product, lacked awareness and it was not read entirely. See the picture showing percentage of participants looking at the different areas and the fixation times.
The ads were later redesigned to bring forward the product and its characteristics. The product definition was shortened and had an increased font size and the brand name was highlighted.
Why does Rogil use eye tracking?
“We know that attention to a stimulus is influenced by both person-specific (prior knowledge, aspirations, etc.) and stimulus specific (contrast, placement, etc.) characteristics. Traditional techniques alone are not able to reveal all drivers of attention. Eye tracking, as a behavioral measurement, helps to give a more complete understanding of attention, comprehension and consumer behavior.”