EyeSee and Twitter on Gender roles in sports ads

2

minute read

Blog

Join over 2500 insights professionals who already registered for the highly anticipated Quirk’s Virtual event – request to watch a session by EyeSee and Twitter on Gender in sports ads: How (non)traditional roles affect brand equity.

Women’s participation in sports competitions has been on a steady rise throughout history, albeit lined with many hurdles to overcome. Inspired by the historic high in female participation at the now postponed Tokyo Olympic games, where 48.8% of participants would be women, Twitter decided to take a deep dive into the way advertising portrayal of gender roles in sports influences brand perception and their consumers.

Listen to EyeSee’s Mila Milosavljevic (Senior Ingihts Manager, UX & Digital), and Twitter’s Michelle Grushko (Data Scientist, Marketing Insights & Analytics at Twitter) tackle this topic and discuss:

• How does gender portrayal in sports affect advertising KPIs, and how are traditional and non-traditional roles perceived?
• Are brands seizing their potential to facilitate real conversations and societal change on social media?
• Do consumers think brands should take a stance on social issues?

‍

Tags

Behavioral insight

Advertising

Share to Facebook

Share to LinkedIn

Latest blogs

Proven Takeaways for 2026 Success: What leading brands taught us about innovation

Our latest booklet brings together real-world case studies from global leaders like Kellanova, Nestlé, Mars, and TikTok, revealing how they navigated challenges and turned insights into impact.

Holiday Shopping Unwrapped: Insights from the EyeSee Team

The holiday season is here—and with it comes the annual shopping frenzy. Some thrive on the excitement of crowded stores, while others prefer the convenience of online shopping. But what really shapes our choices?

EyeSee Recognized as a Leading Innovator in the 2025 GRIT Report

EyeSee is proud to announce its inclusion in the 2025 Greenbook GRIT Most Innovative Research Suppliers Report, ranking #5 among Technology Providers and #8 among Full-Service Agencies. This recognition underscores EyeSee’s continued advancement as a behavioral frontrunner within the global market research industry.

From Click to Cart: EyeSee's Guide to Black Friday Success

Every shopper in the ecommerce world is on a journey: browsing, comparing, considering. But during Black Friday, that journey is especially not linear. Black Friday is no longer just a day on the calendar - it is the heartbeat of Q4 in ecommerce. Retailers like Amazon, Target, and Walmart are launching deals weeks ahead of November, reshaping consumer expectations.

Mila Milosavljevic

Behavior decoded: EyeSee welcomes Matthew Tullman

From the role of emotions in decision-making to the balance between qual and quant and the promise of AI, behavioral research is evolving fast. To explore these themes, we sat down with Matthew Tullman, who recently joined EyeSee as our new Senior Director of New Business Development.

[Thought Paper] TikTok is home for Moments

This thought paper aims to uncover how TikTok fits into the consumer journey around and during key cultural Moments.

Intact Insurance Case Study: Turning complex services into high-impact online video ads

Our past research projects in this sector show that video campaigns leveraging brand personification can improve brand recall by up to 50%. However, stronger brand recall doesn’t automatically translate into message recall or a clear understanding of the offering.

Expert tips to unlock behavioral AI KPIs in pack testing

Without human interpretation, contextual knowledge, and industry experience, AI can mislead what is the most important - action and decision making. It takes real multidisciplinary expertise and cross-industry knowledge to understand the “hidden insight treasure” behind the numbers and turn data into decisions that actually move the needle.

Nestlé Accelerator case study: Fast innovation needs fast but deep insights

Innovation isn’t a luxury; sometimes it’s a lifeline that can cost anywhere from $10,000 to $10 million. Accelerating the innovation process can be especially challenging for large global companies with complex organizational structures. That’s why, at this year’s Quirk’s New York, we joined Nestlé Accelerator on stage to explore how even global giants can move with startup speed.

Pricing with purpose: How to get it right in inflationary times

Pricing is one of the most powerful levers in a brand’s toolbox—but it’s also one of the easiest to misjudge. Price too high, and products fail to convert. Price too low, and brands leave value on the table or risk devaluing their proposition. So how can pricing decisions be made with confidence, especially during inflation?

The winning portfolio: Capturing premium & budget buyers in inflation era

In today’s competitive market, innovation isn’t just about staying ahead; it’s about staying resilient. But what happens when inflation adds another layer of complexity?

The sustainability say-do gap: A big challenge-but an even bigger opportunity

The 2023 Sustainable Market Share Index reveals that these products accounted for nearly a third of the growth in the consumer packaged goods (CPG) sector from 2013 to 2023 — and that trend has continued, even amid inflation.

Can a premiumization strategy help in the time of inflation?

At first glance, promoting premium offerings during a period of inflation seems like a contradiction. When wallets are tight, who’s going to spend more? But what if we stop equating “premium” solely with “higher price” and start viewing it as “greater value”? Once we factor in the rapid growth and increased presence on shelf of private label products, premiumization starts to make more sense—not less.

Lost in translation? Not if you localize your brand like a pro

What happens when a brand aims to stretch not just across categories but across markets? What are the rules that can make—or break—a brand entering unfamiliar territory?

Next Stop: IIEX NA – EyeSee’s Top Picks from D.C.

The 2025 MR event season is in full swing, and IIEX North America is already making waves—for the first time ever, it’s taking place in Washington, D.C., featuring an impressive lineup of 141 sessions.

Cutting through the AI noise in MRX with Dobrinka Vicentijevic

We took the opportunity to sit down with Dobrinka for a quick chat about the real impact of technology on market research. If you’re curious about spotting red flags in tech-enabled research solutions, you’re in the right place.

Brand stretching without breaking: Using behavioral data to guide innovation

Brand stretching is a high-reward, high-risk strategy that requires a deep understanding of core identity, market dynamics, and, most of all, consumer behavior and needs. Brand stretching into different categories is just like that but twice as risky.

Looking is (halfway to) buying: The impact of pack visual hierarchy on shoppers

Effective packaging must stand out instantly, be liked (52% are more likely to repurchase if they find the packaging appealing), and lead to a purchase—all while remaining functional in the home and competitive on crowded shelves. This is where visual hierarchy—the strategic arrangement of design elements—plays a decisive role.

Shaping pack design with AI Insights: Kellanova’s case study

On average, a packaging redesign goes through 5 to 10 iterations, with each iteration carrying risks like losing shelf visibility, confusing consumers, or even diluting brand equity.

What women want: Insights and expertise over theories

The female consumer segment is vast, diverse, and increasingly influential - this powerful consumer group that is directly or indirectly responsible for 70% to 80% of all consumer purchasing decisions.

Life milestones and social media: Where brands fit into the story

Life milestones aren’t just occasions for celebration—they shape how we engage with content, what we buy, and the brands we trust.

Bayer Retail Media Case: Winning shoppers at every stage

According to IAB Europe’s Attitudes to Retail Media Report, while retail media is widely discussed, its adoption is still early, with 50% of brands unsure where to start and the other half learning on the go—gaining valuable insights and measurable ROAS.

EyeSee x Veylinx: The new power couple in behavioral research

EyeSee and Veylinx are both pioneers when it comes to behavioral science. Each company has its own unique approaches, and it is remarkable to see how complementary the solutions are.

Kicking off the 2025 MR event season: From Frankfurt to San Antonio

These events will dive deep into key topics shaping the future of our industry, including market research innovations, shopper behavior insights, retailer-manufacturer collaboration, category management, and retail media optimization.

Inside Davos: What’s next for AI and global decision-making

With so much insight packed into our time in Davos, this is my attempt at a meaningful data offload—one that will hopefully provide some valuable input for your own algorithms.

Joris De Bruyne, CEO @EyeSee

Building trust and driving action: Johan Vrancken's approach to MRX

Stepping into the role of Head of Sales and Marketing in the competitive market research industry is no easy feat, with countless agencies worldwide vying for top positions as preferred partners to clients.

Why mastering On-Site Retail Media is essential for brand growth

Let’s face it: real on-site retail strategies are much more than a visibility race. The real question is: how can brands use these platforms to truly stand out and build lasting value?

Pack Innovation: Streamlining success through smarter use of tech

Design thinking encourages creativity, but the multiple versions of a pack design can complicate the path to the right solution. This is where behavioral market research plays a crucial role, guiding the process and reducing unnecessary rounds of trial and error.

Katarina Ćirić

2025 Insights Playbook for curious market research minds

As the digital and physical worlds merge at an unprecedented pace, consumer behavior is evolving in profound ways. Advances in technology and information are reshaping how we interact, shop, and make decisions, creating a new reality for brands and researchers alike.

2025 Insights Playbook

Uncover what’s next with the 2025 Insights Playbook—a guide to predicting the future of consumer behavior and MR trends based on cutting-edge insights playfully harnessed!

Beyond Saliency: The use of AI models in mapping visibility and attention metrics

This necessity for packaging screenings and packaging health check testing can be time demanding and costly. ‍AI-driven Predictive Eye Tracking solutions are designed to tackle these challenges. Their true value lies in the accuracy of their predictions, which heavily depends on how their AI models are trained.

Reckitt's Retail Media case: Win-win for brand, retailers and consumers

Discover an in-depth breakdown of Retail Media data management processes and learn what steps brands and retailers need to take for successful retail media data management.

4 key takeaways from the 2024 GRIT Report

In a landscape of manufacturers tightening budgets and market’s increasing time constraints, insights professionals face mounting challenges to stay relevant and impactful. The GRIT 2024 Business & Innovation Report reveals key trends that underscore these pressures, from the rapid adoption of AI to the growing dominance of full-service, tech-driven providers.

Is your brand already late for the future? How new generations shape the FMCG

For established brands with long-standing traditions, the pressure to innovate while keeping pace with modern demands is immense, especially with the rise of fierce competitors who have little to lose.

Bratislav Stefanovic

4 key questions for building a winning Retail Media mindset

After the major disruption in global advertising and marketing caused by social media and search engines, it seems Retail Media is ushering in yet another big wave of change. How do we know this?

Minja Stojanov & Katarina Ciric

Struggling with e-commerce conversions? Join our webinar to turn it around!

Is your E-commerce strategy falling flat? When trying to fix clutter in the funnel, it often feels like new issues keep cropping up? Are you overwhelmed by the numerous questions that arise when trying to create a proper framework, not knowing where to start?

POS display evolution: From behavioral KPIs to retail media disruption

With the rise of retail media, we stand on the brink of yet another display transformation, one where the integration of digital elements and data-driven personalization promises to take POS displays to new heights.

Growth reimagined: EyeSee welcomes Tom Goderis

Two words on everyone’s mind: sustainable growth. But getting there? Not so simple! With 12 years of insights expertise, EyeSee is ready for its next big move—and it’s bringing in Tom Goderis to lead the charge.

From attention to action: Optimizing e-commerce content

It's well known that human attention spans are now shorter than that of a goldfish, averaging just 8 seconds. Now, imagine that limited attention in the cluttered world of e-commerce. One effective way to capture it is by investing in the optimization of e-commerce content, such as ads, image carousels, and A+ content.

Bite into the billion-dollar mooncake craze: Insights from Singapore

Did you know the global mooncake market hit USD 2.4 billion in 2022? This delicious market spans cake shops, hypermarkets, and supermarkets, reflecting the power and appeal of these festive treats during the Mid-Autumn Festival.

Xinyu Tok and Jenny Armshaw-Heak

Eye tracking in venture crowdfunding: Uncovering behavioral insights

While eye tracking is widely used and popular in consumer behavior literature, very few studies have introduced eye-tracking technology in...

A hard look at eye tracking: What is the ‘best’ solution on the market

This is the first installment of the series focusing on eye tracking solutions and their validation – stay tuned for more!

Milica Kovac and Jelisaveta Milovanovic

Emotional marketing: Elicit emotions in order to stand out from the competition

Emotions build memories and drive action, which is why they hold a special place in advertising.

Can virtual stores predict advertising effectiveness better than surveys?

Will the ad increase sales? In most pre-testing protocols, sales impact is “measured” with explicit methods...

Virtual shopping – the why and the how

Complex environments like stores have elements competing for customers’ attention. Therefore, it is no surprise that many traditional research...

Accelerate e-commerce growth with tech-powered insights

E-commerce is evolving rapidly, reshaping industries worldwide. On average, 46% of global online shopping...

Carrying the torch of Olympic excellence: A look at Paris 2024 ads

The goal is to achieve returns across all disciplines—increased sales, brand anchoring, perception, and awareness—so your brand shines like a gold medalist.

Celebrating ad excellence: Singapore National Day breakdown

Brands are gearing up to flex their patriotic muscles through their special National Day 2024 campaigns celebrated by the dazzling fireworks display,

Who is winning the pre-Olympic game?

With huge investments in video ads in the range of $10 million to $15 million , it's normal to expect a significant return on these creatives.

What links half of the top 30 CPG companies

Market research and business decisions driven by firm, highly predictive insights are certainly key for business growth and success.

Rooting for retail success: cultivating Insights from Decision Trees

Understanding the customers buying behaviour through the Decision Tree methodology can help tailor product offerings to better meet their needs.

Empower creativity with insights at Cannes Lions

How should brands navigate this vast creative landscape, and how can they ensure their creatives are truly effective?

Is your Hero Product E-commerce ready?

Statistics tell us that around 50% of potential sales are lost because visitors can’t find what they are looking for.

How to navigate e-commerce shopper behavior

Typical e-commerce conversion rates hover around a modest 2.5% to 3%. That means out of every 1,000 visitors to your site, less than 50 ends up placing orders.

Mila Milosavljevic

Early Quant Screening Research for a Winning Edge

Within the highly dynamic and complex process of product development, packaging design serves as a linchpin for consumer engagement and purchasing decisions.

Strike a balance between native and branded Facebook Ads

Facebook may not be the place to find the youngest audience (though its audience is diverse and earns money), but some facts are simply unbeatable.

Konstantin Tomic

From clicks to carts: Is retail media CPG's e-commerce future?

Uncertainties persist regarding retail media's scope, its impact on retailer-brand dynamics, and its long-term implications for omnichannel consumer behavior.

Emotion Recognition Demystified: The Expert Guide

Emotions are written all over our faces, we just need to know how to read them.

Behavioral insights about women by women

EyeSee is comprised of 61% women who drive forward 100% of pioneering research!

[White Paper] TikTok First Content Guidelines for Powerful Ads

You want it to influence your brand perception, make it stand out, be rediscovered, and imbued with new energy?

Key learnings from Lunar New Year pack designs that drive purchase

Seeing the display of festive treats in stores and homes this Lunar New Year got me thinking about their pack designs and how they influence me as a consumer.

Insights from London to Dallas: The 2024 MR event season is on!

Let’s figure out how to elevate the consumer in-store experience while also keeping the cost-of-living crises and movement in the e-commerce scene in mind.

Build on social media ad impact with behavior-savvy strategies

Are social media analytics sufficient to understand how content affects us and how it works?

Road to growth: Understanding travel retail consumer behavior

I realized that the time I spent waiting on my flight changed my purchasing habits. Here are some points that make it different.

Koen Philippaerts

2024 Insights in focus

After 11 years of growth, EyeSee remains committed to uncovering deeper consumer behavior insightsand sharing the knowledge we've gathered along the way.

11 years of growth, 3 lessons for the MR industry

Our strategy is clear and still follows our initial compass of combining scalable behavioural methods.

Five behavioral research postulates to keep in mind for a successful e-commerce strategy

To make some kind of system in such a branched shopper movement and try to be as predictive as possible, keep these five things in mind

Tap into hidden potential with new TikTok creative insights

We discovered that 71% of TikTok users stop and watch the first three seconds of the video and that 56% of each sponsored content is seen on average.

EyeSee @ GRIT Top 50 Most Innovative MR suppliers!

EyeSee debuted on the GRIT Top 50 most innovative research suppliers list this year, among fourteen other tech-enabled companies.

Worldwide consumer behavior: 4 different perspectives

It is not uncommon for local trends to become global and vice versa, so keeping your eyes on all four sides of the world is strongly recommended.

Brand growth strategies are too fragile without this step

How can a brand be relevant if it does not follow the trends of its own category unless its mission is to be disruptive and deliberately goes against them?

Post-pandemic consumer: restraints strengthen cravings

This meta-analysis is based on 250 studies in the FMCG category. Studies ranged from 50k to 150k respondents, spread over US, Europe, APAC, and Latin America.

Meet EyeSee’s Quirk’s awards nominees that turn data into precious insights

Insight managers are a true force behind the Market Research Industry and its cornerstone, each crafting insight stories in their unique way.

Brand blocking traps you don’t want to fall into

Brand blocking has long been a go-to merchandising technique for brand managers looking to ensure their brand stands out on the shelves.

Bratislav Stefanovic

Decoding shopper behavior: An in-depth guide for insights specialists

In this article, I provide a step-by-step walkthrough of a mix of KPIs that have been proven to accurately predict the best pack designs.

Jason Brandbury

Deep dive: How to nail your product claim

80-95% of shoppers make their purchase decisions subconsciously in stores within seconds, and over 2/3 of them do so heavily influenced by claims specifically.

Pricing adjustment strategies in APAC: Are you keeping up?

We’ve previously published the key findings for the US market. Now, let’s take a closer look at the results for the APAC region.

Growing EyeSee: Joris De Bruyne and Marija Djordjevic to lead the new era of insights

After 10 years as partner at EyeSee, Joris De Bruyne is taking over the role of CEO from founder Olivier Tilleuil, who moves to an EyeSee Board position.

Pioneering HFSS research: Rethink promotion and positioning in store

The EyeSee’s just wrapped up a behavioral study looking into how product windows and different placements impact visibility and, ultimately, sales.

Fresh pricing study: How do we shop for high and low frequency categories?

The goal of this study was to look at two possible strategies that brands can opt for, and how do consumers react to both in the current inflation.

New pricing study: Reduce pack volume or increase price?

Second wave of the pricing tracker in the US to identify how consumer behavior is shifting when exposed to different volume and pricing adjustment scenarios.

Planograms: Recession-proof your shelves

Unpredictable times require highly predictive insights as smart shopper optimization can make the difference between winners and losers of inflation.

Women who shape research and us, part 2: Buying context

This time around, our top experts and impressive women selected breakthroughs about buying behavior that define the current moment.

Know when to play the AI card in eye tracking

Real eye tracking is still supreme when faced with complex questions that require nuanced insights.

Women who shape research and us, part 1: The talent of Mexico

We take Women’s month (as well as any opportunity) to reflect, acknowledge and celebrate women who shaped research and us!

Behind the MR scenes: How tech drives transformation when you do it right

Each client slowly helped us build realistic shopping environments with distinct consumer features and touchpoints.

Raising a start-up: How tech drives MR transformation when you do it right

How does a market research company step out of bounds while remaining competitive?

No one-size-fits-all: The many levels to getting the sample size just right

Let’s take a look at some cases where being smarter and creative adds value when picking the right sample size:

Agile tech team is a secret MR weapon

From the get-go, EyeSee’s mantra was to make consumer insights accessible by jumping outside of the traditional research bounds and going completely online.

2023 Insights casebook

To celebrate 10 years of growth from a startup to an award-winning market research company, we’ve published an e-book to inspire curiosity and excitement for market research.

Spicing the plant-based market up: The rise of alternative protein among consumers

Vegan-friendly products are gaining popularity despite the almost equal and opposite force of the increasing popularity of keto and other high-protein diets.

One team, ten perspectives in 2023

While predicting the future is never an easy task, we’re firm believers that there’s no better way to brace yourself than to turn to behavioral know-how.

10 years of EyeSee, 10 readings that shaped our approach (to research)

Here are 10 books (in categories such as startup, the idea, behavioral research, and growth) that helped and guided us to where we are today.

One way to become competitive in insights: Ten milestones that defined our behavioral formula

A decade ago, an innovative idea was cooked up by EyeSee founders – make it easier for brands to understand how their consumers think and shop.

Let's not sugarcoat it: Here's how to make placement and promotions work in a restricted market

Amongst the many disruptors the markets across the world have felt over the last few years, the UK government introduced new measures on HFSS food.

One approach: Ten studies that pushed the boundaries of consumer research

To celebrate this decade of insights, innovation, and studies that pushed us forward – we have collected our most memorable studies and learnings over the years

Impacting the final online basket: From all-powerful touchpoints to impulse purchases

As the pandemic online shopping habits started settling down, shoppers have slowly yet surely started going back to trusty old brick and mortar.

Behavioral insights: Backbone of successful co-branding initiatives

There’s a good chance one of your new favorite products may just be the result of two separate brands working together.

Jason Brandbury

Capture their attention first, and the ‘heart’ next: attention & emotions in social media advertising

In this article, we will address the most important creative aspects to have in mind when directing and optimizing social media ads.

Forecasting innovation success: The power of NPD market share projection

The pressure to decide whether to launch an NPD is nothing new – many brands might forgot the NPD efforts, especially during economic pressures.