Tag: Blog

The battle for attention: How to retain consumers’ focus in global crisis

Posted on by EyeSee Research

Written by Vanja Radic, Facial Coding Team Lead at EyeSee.

It’s become a given that attention is the scarcest resource that brands are fighting for. While the cost of attention has been rising rapidly and consistently in the past decades, at the same time, the quality of paid attention has been decreasing at an even greater pace. The ever-so-dynamic digital arena – where conversations around global events and polarizing topics happen constantly and quickly – presents a big challenge for brands to truly grasp and hold viewers’ focus. So, how can brands navigate these rocky waters amid major happenings such as the pandemic or war in Ukraine?

The truth is that relying only on the number of views is simply not an option anymore. Instead of counting mere views, marketers are now compelled to turn to more attention-oriented metrics to accurately measure their past campaigns’ performance, as well as predict the success of future ones – regardless of the content surrounding them. This is where behavioral methodology comes into play by helping brands uncover how viewers interact with the content in a natural environment.

The price of attention is high

According to Facebook, only 2.5 seconds are spent viewing each post from a desktop device and even less on mobile. Moreover, EyeSee’s studies have indicated that only 7% percent of people who view a 30-second video post on a timeline actually see the whole video, while about 27% of viewers stay on the post for less than one second. Relying solely on the data that social media platforms offer can be insufficient since real viewer engagement lies in how long they actually watch the video. In summary, a high budget for an ad creative and its promotion is at risk if the creative fails to grab and retain attention, as quantity doesn’t make up for quality. It comes down to this: you can buy a time frame in a clutter of TVCs, and you can boost your social media ads, but what you cannot do is buy people’s attention – you have to earn it.

That is why it is essential to understand how viewers interact with content in an environment that’s closest to a natural  one. Here, the behavioral methodology makes all the difference. EyeSee’s attention measurement solution provides an easy way to measure a content’s ability to not only attract, but also retain by offering digestible outputs in the form of simple KPIs that point to spaces for improvement. For example, attention KPIs will provide answers to some of the most commonly asked client questions, such as:

  • Is the content attention-grabbing enough from the very beginning?
  • Is it capable of breaking through the clutter?
  • Are there some bigger drops in attention that indicate room for improvement?
  • Which percentage of viewers will actually watch the whole video?
  • What is attention-grabbing for a particular target group?
  • What are the patterns behind successful attention management?

A clear-cut way to gain these learnings is by testing the content in the right environment. Tools such as simulated social media feeds allow complete control over the testing environment and the possibility to experiment, as well as provide precise insight into how viewers interact with the content – and more importantly, how it can be optimized.

It takes seconds to make it or break it

Timing is everything. There are cases in which a lot can be improved with simple editing. The very same material can deliver a much higher ROI if the most attention-grabbing scenes are placed where they should be as, as we like to call them, stumbling stone seconds. Stumbling stone seconds differ from one environment to another. Whereas you’ve got 5 seconds to earn your viewer’s attention on YouTube, other mediums like Facebook, IG, TikTok, and are less forgiving, demanding from creative to arrest attention from the very first second – fortifying the need to test and optimize for every timeline environment.

So, what makes a show-stopping video? Here are some top and bottom performers’ common characteristics regarding creative’s two main qualities: 1) its ability to break through the clutter and capture attention (stopping power) and 2) its ability to retain the attention (retention rate):

One of the most common pitfalls advertisers make is not leveraging the very first seconds of the video. Consumers spend less than 2.5 seconds on a piece of content before they continue to scroll or change the channel, so ensuring they are hooked from the get-go is a must. Applying a dose of mystery is definitely one of the ways to accomplish that since it triggers our compulsion for completion. Novelty, contradiction, and immersive experience are also great means of arresting attention. On the other hand, predictability, one-dimensional and overused scripts, especially when combined with overly prominent branding, tend to lose their viewers’ attention at the very beginning.

However, when it comes to retaining attention, different rules apply: a creative should be easy to follow, entertaining and dynamic with emotional ups and downs. Confusing and monotonous creatives, as well as those that fail to deliver reward for tension built, tend to lose their viewers along the way.

The steps to success are build-measure-learn

The need for effective attention management is higher than ever, and the demand is only bound to get higher. Cutting through the clutter has always been one of the greatest challenges in advertising – and with sensitive news such as the war in Ukraine, elections, or the pandemic in the very same environment as your campaigns – it has become an even greater challenge to stand out in the sea of content. Although posts and conversations around these sensitive topics are not something you as a brand can control, EyeSee’s showed that advertising is still safe in the news feed regardless of its adjacency with controversial content.

And while there are some standard practices when it comes to arresting users’ attention, the only sure way to properly manage your target audience is by pre-testing your creative content. Even the best tricks, when decoded and widely used, can get worn out. The best way to overcome this challenge and find out what works best for your target group is to utilize the right mix of methods that will help you uncover predictive insights into the content’s performance. Regularly measuring the performance of your its attention metrics in an adequate environment, will provide you with insights into creative’s aspects that require improvement and, more importantly, it will allow you to have a great learning strategy in the quest for understanding what resonates best with your target audience in terms of attention management.

Interested in optimizing online videos to keep the precious attention of the viewers? Reach out to us at [email protected] 

    Launching Risk-Free NPDs: Best practices from innovation experts

    Posted on by EyeSee Research

    Many new products are introduced every year, but only 20% of cases succeed. Every brand knows that planning and successfully developing NPDs is a challenge – and experts Stijn Smet (Managing Director, AfCE), Angeliki Maragkou (Global Strategic Insights & Analytics Director, Head of CoE, Bayer), Marija Đorđević (Product Director, EyeSee), Mirna Đurić (Head of Insights, EyeSee) and Milica Kovač (Product Manager, EyeSee) deep-dived into tackling challenges, minimizing the risk on the innovation process and why is testing in pre-launch stage improve chances of success once the product hits the shelves.

    Here is what experts with first-hand NPDs experiences have to say:

    Bring to life the consumer needs

    From the perspective of Global Strategic Insights & Analytics Director and Head of CoE at Bayer, Angeliki Maragkou, the challenge is to distill the true and unmet consumer needs. That is why she is convinced it is important to constantly thrive for cross-functional collaboration throughout the process and bring to life the unmet needs and the whole consumer’s journey – think about the experience early on in the process and understand the job that needs to be done.

    At Bayer, in the late stages of innovation, combining methods with multiple approaches minimizes the risk, Angeliki added that it’s not one size fits all, and every element of the innovation should be thought out separately and all of them together. The approach of testing with a mix of combined methods enables the simulation of different scenarios to understand better the whole cycle of development, especially in the pre-launch stages.

    Make it or break it innovation

    Even with vast experience as an innovation consultant, Managing Director at AfCE, Stijn Smet, agrees that innovation is by default a risky business – some ideas will always end up in a dead-end street. For him, the real challenge is that many organizations either pursue ideas against all the evidence because of the lack of better alternatives, or there are too many potentially good ideas that don’t end up pursued at all.

    He then focused on how successful companies do it right – they know how to experiment with innovation more than others and do so in a lean and cost-effective way. Stijn continues to explain that they need to consider how to deal with more simultaneous ideas and come up with internally scalable innovation programs that will enable intrapreneurs to de-risk their idea slightly along the journey, with some training and mentoring.

    With NPD, go big or go home

    When it comes to challenges in developing and testing NDPs, the Head of Insights at EyeSee, Mirna Đurić, noticed one of the biggest and most challenging things for brands is trying to make a significant impact with incremental change. 

    She noted that many companies want to launch the next big product without risk just by playing it safe – developing mostly new line extensions, spreading to new geographies with existing SKUs, or targeting specific SKUs from competitors with similar products. Additionally, innovations have not changed enough, especially in the domain of sustainability – whether it implies innovation in packaging, ingredients, or waste management.

    Maximize the leap to minimize the risk

    Drawing from years of research in NPD, Product Director at EyeSee, Marija Đorđević, reflected on how market research agencies traditionally rely on large sets of data when testing NPDs – collected from in-home usage tests combined with surveys and household panels. But, as she further explained, this model has several drawbacks – it is a very costly and lengthy process, sometimes not user-friendly for end customers.

    From her perspective, there are a few steps researchers can take to effectively test NPDs – First, start the process with highly realistic online representation of brick & mortar environments through virtual shelves to provide an immersive shopping experience and yield better predictions of real-life decisions that measure behavior. Then, ensure to analyze the data with statistical rigor to understand the performance beyond SKU levels – such as category, brand portfolio, switching power, and cannibalization. She added that at EyeSee, modular standardized protocols are used to test and optimize all the different aspects of NPDs such as pricing, packs, claims, and portfolios.

    It’s not the question of IF but HOW to test NPDs

    With previous experience in insights, the Product Manager at EyeSee, Milica Kovač, believes that in-context testing before the launch significantly increases the chances of success. In her opinion, the logic of pre-launch testing is spreading far beyond the boundaries of FMCG – and the new normal even in IT product management is to prescreen and test before launch. She argued that the real challenge is choosing an efficient and fast methodology to get the right answer and not the wrong assessment with your research – the NPD test should be both an assessment of market potential and risk.

    Milica noted that a new approach to testing in the late stages of NPD development uncovers visibility and engagement of the product on the shelf, category growth, sale increase, which elements did not reach consumers yet – and how reformulation of certain elements on the packaging can enhance NPD’s performance in the future.

    Key lessons learned from innovation experts:

    • Know that the NPD testing process is not linear – map out all the unmet consumer needs and revisit them frequently
    • Enable your workforce to accelerate innovation development – master lean experimenting for successful NPDs
    • Dare to innovate – make bigger leaps and test along the way – because that’s what opens the door to becoming a true category leader
    • Have a tech-enabled approach to NPDs – use highly realistic virtual testing environments for the most predictive insights
    • Make sure to wisely choose the research partner – opt for solutions that have been validated against real-life sales data

    Interested in successfully launching NPDs? Reach out to us at [email protected] 

      Virtual shopping: Why some categories are leaders in the green change – and how to become one

      Posted on by EyeSee Research

      Why do consumers opt to buy some products more than others – especially in the arena of sustainable alternatives? The truth is that the demand is there – 86% of consumers are open to trying more eco-friendly products! So, why don’t brands venture out and build more alternatives that satisfy that green consumer need?

      In the final installment of the study on sustainable products, we focused on how different sustainable product categories perform on the shelf – and what it means for brands that are in the process of developing sustainable products.

      Here are the previous parts of this comprehensive study:

      Part 1: The green horizon: An intro to the green buyer and how to measure eco behavior
      Part 2: Walk your talk: Strategies for choosing your sustainable product claims wisely
      Part 3: Social media impact: How much does social media content impact actual shopping?
      Part 4: Virtual shopping: Why some categories are leaders in change, and how to become one

      Here’s a digest of the study set-up – The study included a curated selection of tested stimuli in replicated Facebook timelines with a scrollable feed, where in-context performance of all the posts tackling plastic pollution was tracked – and followed by standalone exposure. As explained in the previous installment, a mix of eye tracking and facial coding uncovered emotional engagement and visibility of social media content. This part was then followed by a virtual shopping task, where four different product categories were exposed to the respondents (energy bars, shower gel, toothbrushes, and toothpaste). There were six testing cells in total, with two control ones in which the respondents did not have exposure to the social media timelines but only completed a Virtual shopping exercise – to compare the effect of content tackling this very topic.  

      Personal care products impact the whole eco-category

      The purchases in the personal care category (toothbrush and toothpaste) were by far the most influenced by eco-aware advertising. Shoppers exposed to the scientific social media posts were considering and buying more ECO toothbrush products compared to the mass media, celebrity-endorsed and posts from the control cell 1.​ The respondents from both control cells were buying more regular, non-eco products than cells exposed to the scientific posts – indicating that when consumers don’t see their potential impact on the environment, they are not going to take action.

      Interestingly, the personal care category is the only one in which not only the package is sustainable – but also the product itself. And on top of this, the packages of these products were clearly distinctive from regular products in terms of shapes, materials, design, making it easy for shoppers to spot them on the shelves. However, even though the virtual shopping task in control cell 1 featured shelf stickers that should make it easier for consumers to identify eco-products in the store, there are no significant differences in the findings compared to control cell 2, which had none. But this is where both retailers and brands can make all the difference in terms of creating, testing and optimizing in-store materials to help guide the shoppers in the green direction!

      Another important note is that the toothbrush category had the smallest differences between the average price of ECO vs regular products – which is in line with the findings that the majority of people (50%) would purchase sustainable products if they were the same prices as their regular products. The bottom line is that if brands want to make a real impact, ‘sustainable’ should not become a synonym for premium and that the prices need to remain competitive and accessible to all consumers.

      Consumers want different options to choose from

      Aside from being friendly to the environment and the wallet, the tested ECO toothpaste products also included some established brands. We’ve seen that over 27% of shoppers stated they would buy more eco-products if they were from well-known brands, but still, many brands become sustainable players only when the demand for greener alternatives is high. So, while it makes sense to play it safe, it is undeniable that the need for these types of products will only continue to rise as consumers become more and more aware of the green consumerism impact.

      Being brave and bold in developing new products can have a much higher impact if you are a big brand – and these innovations can reinvent entire categories. However, always keep the customer experience in the center of the product: how can you improve it as you make it more sustainable? Explore new products and categories, and if there are no current sustainable solutions in your category – there is a plethora of space for innovation.

      So, how to become a leader of the ‘green’ impact? Here’s a handy checklist of our experts’ recommendations:

      Ready to launch a winning sustainable product? Reach out to us at [email protected]!

        Riding the wave of change: Building competitive and sustainable products

        Posted on by EyeSee Research

        Sustainability, climate change, and plastic pollution are the big, unavoidable issues we need to face in our lifetime. To solve them, we need to act fast and communicate in a smart way. Brands have the power to both help the cause and develop sought-after and future-proof products that are more sustainable – and that people want to shop for. However, the way we communicate about these issues is a challenging feat! Many new product strategies miss the mark, don’t affect sales, or are labeled as greenwashing.

        EyeSee set out to contribute to this burning issue with a complex behavioral study, in order to get a better understanding of a dozen different questions spanning several areas of thought. This blog is the first in a 4 part series, so strap in for a hilly, albeit hopeful ride across the complicated ‘green’ product landscape – check out the second installment here!

        Here’s what this comprehensive research covers and that will be published in the upcoming months:

        Part 1: The green horizon: An intro to the green buyer and how to measure eco behavior
        Part 2: Walk your talk: Strategies for choosing your sustainable product claims wisely
        Part 3: Social media impact: How much does social media content impact actual shopping?
        Part 4: Virtual shopping: Why some categories are leaders in change, and how to become one

        If you want to learn more about the results, request a full deck with an exclusive look into the study methodology, tested stimuli, and the resulting data below!

        Here are some of the things you will learn in this series:

        • Will different types of social media posts on plastic pollution impact behavior when shopping for more Eco-friendly packaging/products?
        • What anti-pollution claims are most appropriate for use on product packs?
        • What kind of posts work best in terms of keeping attention, evoking emotions, evoking positive attitudes, and calling to action?
        • What do shoppers think about plastic pollution (do they believe they can contribute personally)?

        Let’s dive into Part 1!

        The green buyers – a growing minority you need to be talking to

        The majority of today’s shoppers believe that pollution of air, water and soil is one of the most relevant threats when it comes to environmental preservation (47% considers it very relevant and 41% relevant = 88% T2B). Pollution is rated as the most relevant among other environmental threats (such as global warming, deforestation, ozone depletion, overpopulation, and even the public health crisis), and additionally, waste disposal is perceived as a very relevant threat (82% T2B). Despite these high numbers, only 34% of shoppers think they personally can contribute to a large extent to solving the problem of pollution. (For waste disposal, 44% believe the same).

        Here’s how this awareness and attitudes play out when it comes to products they buy.

        Now, onto the shoppers: we identified three key segments of shoppers, based on their behavior in the study, as well as their stated attitudes.

        Female shoppers, those with higher education and higher income, were more likely to consider eco-friendly products. This speaks to the need to work on eliminating the high price barrier to purchasing these products, to reach a bigger population.

        Key challenge and opportunity lie in this fact: 27% of shoppers would buy more eco-products if they were from well-known brands. Price is an extremely important factor as well – the majority of people (46%) would purchase eco-friendly products if they were the same price as their regular products, and only 4% of shoppers would pay much more money to get eco-friendly alternatives for their everyday products.

        Values and prices rule the game, but demographics have a say, too

        So, what did we find when it comes to your average eco-conscious buyer? One thing stands out: When targeting consumers, focus both on lifestyle + values segmentation and demographics. Age and gender are not the most fundamental indicators of receptiveness to this type of offering. Think about addressing their motivations as you craft your messaging and product claims.

        For you, Segment 1, the True ECO buyers, should be the priority to have in mind when first venturing in this area:

        • An easier start is by targeting female shoppers or product categories where they spend their time. Start building your eco portfolio in premium segments where the price is not the main criteria/barrier to purchase – this is very important as for them, the true cost of consumer choices is much broader than the product price. With an awareness of these issues, they evaluate every element of their transactions – is the packaging sustainable, where did it come from, what are the policies like for the workers who made it, and how long will it last. This equation means they are much more discerning of all the elements surrounding each purchase.
        • You will have strong competition in terms of product/pack design and attractiveness, as for this segment, it is still an important purchase influence. They have their minds set on buying sustainably – but like regular consumers, they still want to have a choice between different brands and products in any given category. This decision will often come down to who attracts attention and which packaging is more likable, and as the market matures, there will be more and more to choose from.

        When it comes to the second segment, who on the surface claim they want green alternatives – are actually on the lookout for convenience first. They are all about their favorite, trusted brands, which also holds the key to success:

        • These people are after no-hassle-shopping – if you make sustainable products more available, they will try them. Remember, the majority of shoppers won’t put in extra effort to find ECO alternatives – if you make it as easy for them to choose your sustainable variants, you can tap into this huge pool of consumers, and play the key role of swaying them towards a more mindful way of shopping.
        • This is a great opportunity for established brands to offer eco alternatives, as these respondents care about brand credibility, and would much rather try a new product from a familiar brand than trusting a newcomer. A fantastic example of this is Colgate-Palmolive and its expansion into greener territory. Having a trusted brand is reassuring and good for the bottom line.

        The third segment still requires awareness.

        • Communicating with them is an investment for the long run – they first need to learn more about the topic to be converted into Segment 2 and then Segment 1 buyers.

        Capturing and understanding behavior across channels

        This study is an ambitious amalgam of methods, approaches, and variables that strives to find connections between marketing communications and actual real-life behavior. The team has set up this with 4 very different product categories – toothpaste, toothbrush, shower gels and energy bars – which are at different stages of maturity when it comes to sustainability in their market offering.

        By utilizing innovative methods such as eye-tracking and facial coding to uncover emotional engagement and visibility, paired with virtual shopping, and more traditional methods such as Max diff claim evaluation and survey, the team was able to generate a wealth of actionable insights, valuable for big and small brands alike, across categories.
        Our researchers conducted all the analysis, combined and cross-referenced implicit and explicit KPIs, as well as other splits based on demographics. This is how we compiled the guidance for brands to craft product strategies based on this data.
        The study is a trove of findings – but the resounding theme is about making green choices more accessible to consumers, both in the way they are presented and in the way they are communicated about. Open, humanized, and hopeful communication is key to inspiring action!

        Next up, learn about how different categories fared in a virtual shopping exercise in the study.

        Part 2 coming soon!

          Forecasting the future: Insights experts on emerging consumer trends

          Posted on by EyeSee Research

          Predicting consumer trends, new research tools and innovative approaches is no easy feat – which is why we turned to our insights experts to hear their best predictions, advice and perspectives on 2022!

          Social media is the selling place to be

          What happens when two undeniable digital forces meet? The convergence of e-commerce and social media has been an ongoing trend propelled by new consumer groups – especially with platforms like TikTok and Instagram taking the online world by storm. And as social media becomes the go-to buying channel, brands that have been focusing efforts on optimizing their e-commerce presence will now have a new area to adapt to. 

          Social media platforms that offer the opportunity for easy and frictionless purchases directly in the app will lead to an exponential growth of informal e-commerce.

          Dobrinka VincentijevicInsights Director

          Some regions have already been early adopters of new online shopping trends and social commerce is no different – even before its boom during the pandemic, this way of online shopping was thriving in the APAC region. Our Business Development Director for the APAC market, Jie Ying Chow, reflected on how younger shoppers have accelerated this change – and brought new challenges to the traditional path-to-purchase.

          The increased adoption of mobile-driven purchases by younger generations and the continuous shift to digital will require a revised seamless customer journey with a mix of physical and digital touchpoints.

          Jie Ying ChowBusiness Development Director APAC

          But in the rest of the world, this trend is still up and coming – and in the case of some apps, it is just in the process of being rolled out. So, ensuring a smooth consumer experience and understanding the true potential of these novel features will become something brands need to be quick to react to. The best solution? Testing in the context of social media feeds! 

          The rise of social commerce on Facebook, Instagram, Snapchat and YouTube has pushed us to find better ways of understanding the real impact of these features – but the disruption TikTok caused especially made us rethink our approach to CMS solutions.

          Jane NedinkovskiGlobal Director, New Business Development

          And with it, consumer-centrism must be at the forefront

          Speaking about the consumer journey, our experts agreed that the accent on having a seamless and experience-driven path to purchase will be bigger than ever.  Expectations are also changing – and brands must be aware of the hyper-sensitivity of their consumers.

          This doesn’t mean brands should be cautious, avoiding innovation and provocative communication – but they need to listen to the consumers and their needs more than ever. The risk of dissonance and counter-effect is high.

          Vladimir MiokovSenior Insights Manager

          To go back to the marriage of social shopping and e-commerce, our New Business Development Director focusing on the US market stated how the future will be all about tapping into the vastly untapped areas to stay competitive. 

          The past two years have been a lot about the acceleration of e-commerce because companies had to due to COVID – it was about getting the basics and the supply chain right. But 2022 will be about the next step – how to elevate the experience and differentiate from the competition?

          Laura HosteNew Business Development Director

          As she further explained, having a good and versatile offering of products online and shipping them in a reasonable time frame won’t be enough to satisfy new shopper needs. And as social selling becomes more and more important – the term omnichannel will gain a new meaning. Instead of only ensuring a seamless in-store and online journey, blending social and e-commerce will definitely become essential in 2022.

          But taking social responsibility is still a must

          Another trend that has been increasing in recent years – and that is becoming a part of everyday consumer decision-making – is the importance of impacting society and the environment in a positive way. Shoppers want to understand the environmental impact of what they are purchasing – and with this both the shoppers’ and brands’ focus will shift in the new year – from challenges to solutions.

          The new year will be all about being part of the cure – not part of the disease – and consumers’ needs will undoubtedly reflect that trend.

          Milica LoncarInsights Director

          Questions like whether a product is healthy, sustainable, and accessible will be on consumers’ minds as they navigate online and offline shops – both in terms of distribution channels and financial accessibility. And brands that figure out a way to really and truly achieve these qualities will surely proliferate.

          We will definitely see an increased consumer expectation for companies to take societal responsibility going forward.

          Jie Ying ChowBusiness Development Director APAC

          And with this, another must-do for brands will be ensuring transparency throughout the supply chain in order to lead to more transparent and honest communication with consumers. In a recent study that focused on different aspects of sustainable products – we found that vague product claims, especially surrounding sustainability, have little to no impact on consumer behavior – meaning that consumers can see right through the lack of transparency. 

          Interested in more? Check out the perspectives on 2022 from top experts at Microsoft, Google, Swiggy, Coca-Cola, and Colgate-Palmolive!

            Editors’ pick: Kickstarting 2022 with a behavioral bang

            Posted on by EyeSee Research

            In the light of a new year, we looked back at the most sought-after case studies, blogs and webinars that marked our 2021 – and that serve a great purpose for laying down the behavioral groundwork for the tasks and opportunities this year will bring!

            Make sure you get EyeSee’s Insights Casebook packed with (all of these and more!) cross-industry top experts’ perspectives and handy tips on innovation, must-have research tools, latest trends, and challenges to help kickstart your 2022.

            Going green and growing sustainable

            Riding the wave of change: Building competitive and sustainable products

            One of the big topics brands will need to tackle in the years to come is the issue surrounding sustainability – more precisely, how to effectively help the cause and create in-demand products that people want to purchase. However, we’ve repeatedly seen that ‘green’ product strategies either simply miss the mark – or are labeled as greenwashing. This is the first part of the 4-part case study on everything brands must know about developing sustainable products that win big on the shelf!

            Walk your talk: Choosing sustainable product claims wisely

            Claiming a product is sustainable won’t push consumers to make that green purchase – but which product claims hold power to change shopper behavior? In the second installment of the comprehensive study, we dug deep into which messaging makes all the difference when found on the busy supermarket shelves.

            Social media impact: How much does social media content affect actual shopping?

            Advocating for greener alternatives doesn’t stop at the shelves – and one of the most efficient ways brands can reach a vast crowd is through social media feeds. The third part covers how brands can leverage social media in a way that both brings awareness to the cause and resonates with the green shopper.

            EyeSee x Colgate Palmolive: Busting myths about sustainable products

            Check out the webinar session where Colgate-Palmolive’s Foresight and Sustainability Insights expert, Cherie Leonard and EyeSee’s Laura Hoste and Jonathan Asher tackle all the study findings while debunking the 5 most common misconceptions about building competitive sustainable products.

            Making a (social) impact

            Should brands be talking about COVID and BLM? #InstagramStudy

            With many events and issues that caused social turmoil and sparked conversation last year – the big question still remains – what’s the right way to do it? EyeSee set out to explore the behavioral data and see how brands should tackle crisis messaging – and consequently, how it will affect brand equity. Take a deep dive into the results of one of the most extensive mobile behavioral studies conducted on 1800 respondents in an Instagram environment.

            Twitter x EyeSee: Does adjacent content affect brand reputation?

            Read the key insights from a project with Twitter that explored how adjacency to controversial or divisive social media content impacts brand performance. Twitter’s research analysts Kelsey Capobianco and Isabel Suede discussed the study setup and full findings, while EyeSee’s CTO Vuk Pašković shared why brands need to be quick when embracing new tech that’s changing the future of remote market research. 

            How Brands Can Make a Positive Impact on Social Media and Consumers

            It is no secret that brands are spending trillions on advertising with the goal of affecting behavior and attitudes, but the question remains – can they use it to connect with consumers in a meaningful way and obtain a positive return? At this point, it’s not a matter of if but how to do it right with the social media landscape transforming before our eyes – check out the full webinar session!

            Innovating fearlessly

            Improving NPD success: Best practices from Coca-Cola and General Mills

            New products are an essential part of business for every company and yet remain one of the most challenging things to develop successfully. Innovation experts Tanja Petrovic (Innovation Strategy Director, The Coca-Cola Company) and Tony Marcello (Consumer Insights Manager – Morning Foods, General Mills) zeroed in on approaching NPD testing, where to start, and how stakeholders to involve – here’s all you need to know about the newest behavioral NPD testing!

            All that buzz: The ins and outs of using AI in consumer research

            Is AI-driven research really worth the buzz? EyeSee’s Founder Olivier Tilleuil shared his perspective on the AI solutions that are gaining traction in the industry – as well as the vital knowledge on understanding the scope and the limitations of AI. Check out the helpful breakdown! 

            In-context is the place to be (and conduct consumer research)

            The last two years showcased that when in doubt – go remote. As people across the world moved into their home offices, the ‘remote revolution’ came to be – but the truth is that a similar movement has been happening in the market research industry for years. The remote yet in-context behavioral studies have been changing the way consumer insights are gathered – and with the help of our team, virtually simulated shopping environments and highly realistic social media feeds became as accessible as ever for conducting highly predictive studies.

            Check out the social media timeline testing demo – and the virtual shopping demo with fully interactive shelves!

            Here’s a bonus insight to start the new year right!

            One of the new advertising tools that has been recently launched on Amazon product detail pages is the enhanced Branded Content that elevates the customer experience with an interactive design and innovative features. In a recent behavioral study, the EyeSee team set out to understand if and how the improved pieces of content impact consumer behavior.

            The findings show that customers are staying longer on these pages with the interactive elements holding their attention for longer – shoppers focus more on the features that will help them understand the product better before they make a purchase decision! More customers reach the end of the page with this EBC++ content than on regular PDPs. And most importantly, EBC++ drives sales up to 44% – adding to the basket is more likely to happen when interactive content is present on the PDP!

            If you are interested in how adding behavioral methods to your toolkit can give a competitive advantage in 2022 – reach out to us!

              New outlook for 2022: The (non) sense of benchmarks

              Posted on by EyeSee Research

              Written by Olivier Tilleuil (Founder of EyeSee), Mirna Djurić (Head of Insights, EyeSee) and Jane Nedinkovski (Global Director, New Business Development, EyeSee)

              Taxes, death, and norms – or at least for the market research industry – are inevitable. But do they make sense, or do they just give us a wrong sense of security?

              Why do we even rely on norms? As our experts put it – the straightforward answer is to understand whether a score on the survey is good or bad. Picture this: a company is planning to launch an ad, and they want to test that ad with a survey to ensure it’s a success – but only about 40% of respondents recall the ad. So, is that good or bad? By comparing these results with previously tested ads, we can understand (theoretically speaking) whether that is a good or bad score.

              So, what’s the issue?

              What is good or bad depends on many factors, Olivier explained. If the above ad is for a new brand product, then a similar, or even a slightly lower score than the norm database, would be great. If it were for a well-known brand, scoring at the same level as the average ad would be bad. The same logic can be applied to many other variables. For instance, when it comes to the messaging and the campaign’s objective – some campaigns might be more focused on emotions and others on objective information (e.g., did you know you can use this product for that occasion). Emotions sound great, but rational arguments can unlock a lot of sales as well. 

              When talking about other variables that impact the score an ad can make in comparison to the benchmark, EyeSee’s Founder stated that category and even subcategory, survey method or question, testing in the same medium (e.g., social media or TV), the target audience, the country and so on, are just as vital.

              What does this mean?

              This means: similar category/industry, similar life cycle, target audience, different types of questions, etc. The number of combinations increases fast: 20 subcategories x 4 life cycles x 12 target audiences x 3 mediums x 4 different types of messaging – this makes 11,520 different cuts! And you need to have at least 20 data points, so you would need +250,000 stimuli (per type and per country) tested every 2 years – and even if you focus on 5 key subcategories, you would need +62,500 stimuli, explained Mirna. Long story short, no company has these resources, she concluded.

              Are those cuts really necessary?

              Why do we otherwise use cuts in the target audience? Are the companies negotiating so hard with retailers about the product’s location or pay so much for certain ad locations? Do they need to be so specific? With first-hand experience with clients across the globe, Jane pointed out that anything less specific is a black box, and the numbers can be impacted by a couple of key parameters. Below is an overview of an important question across different stimuli. The median score for the KPI is 46%, while for some subcategories, the median is 37%. 

              However, as Jane indicated, the subcategories are for CPG – here, we are not taking into account finance vs. CPG. So, your confidence interval of all categories (in CPG) does not even include the median of the better/worse subcategories. 

              What are the alternatives?

              1. A/B test

              The advantage: A/B tests are done on the same audience, which enables you to measure an uplift compared to the current design – if there is any.

              The disadvantage: There might not be a current design (e.g., NPD testing). Or perhaps, people could simply be used to the current design, or the objective of the current design is different. But still, if you want to create an uplift, the A/B tests are much more precise than relying on the ‘black box’ norm database.

              2. Build a tailor-made norm database (and keep it open)

              Instead of having a black box norm database, you can carefully select key competitors and collect data for their stimuli.

              The advantage: It can be done on any relevant target audience and all on relevant stimuli.

              The disadvantage: The cost price. It will cost about 20k per category/stimuli to develop, and you need to renew it every 2-4 years. But then again, you have multiple campaigns per year, so it might make sense to invest in the norm database.

              3. Agree on action standard

              You can agree in advance what good results would be, given the marketing campaign’s objective – but what if the campaign does not hit the mark? Is it because the action standards were too high? The process of creating action standards can be not only very complex but quite subjective as well! 

              Should you throw away the norm database?

              Not necessarily, our experts agreed, but the point is rather to be careful when using them – use them for context and not as the vital parts of your research. In most cases, choosing a better methodology and visualization instead of a supplier with better norm databases is a smarter move. Keep in mind that nobody got fired because of using Nielsen or Milward Brown databases – but if you want to be the best in your area and category, you might want to rely on better agencies!

              Doing your best to prepare for the upcoming year? Make sure to also check out the fresh perspectives for our new seasoned industry experts!

                Social media impact: How much does social media content affect actual shopping?

                Posted on by EyeSee Research

                Social media campaigns hold a great power to tackle important issues, such as BLM, COVID-19, and the pressing concern on climate change and plastic pollution. Most social media campaigns that address these topics are communicating in such a way that can make consumers feel concerned about their future – but this approach seems to lack the impact on actual consumer purchase.

                This is the third installment of the study exploring what makes a competitive sustainable product win on the shelf – the first two parts covered which consumers you should be talking to and how to choose just the right product claim that resonates with the green shopper.

                Part 1: The green horizon: An intro to the green buyer and how to measure eco behavior
                Part 2: Walk your talk: Strategies for choosing your sustainable product claims wisely
                Part 3: Social media impact: How much does social media content affect actual shopping?
                Part 4: Virtual shopping: Why some categories are leaders in change, and how to become one

                Science sells, but familiar faces pull focus

                Product marketing is all about emotions – for hundreds of years, marketers’ main goal was to trigger just the right feelings and ensure consumers feel good about the purchases they are making. So, is this the key to encouraging more eco-conscious shopping as well?

                The study included 4 different simulated Facebook timelines, and each timeline had 4 different posts tackling the same topic of plastic pollution. The categories of the 4 types of posts were – scientific posts, those promoted by mass media, celebrity-endorsed ones, and posts from NGO campaigns.

                A combination of eye tracking and facial coding methods tracked eye gaze and detected emotional reactions to the posts in every timeline. Each exposure to the timeline was followed by a virtual shopping task and a survey. Although facial coding and eye tracking are vital when testing ads – you need to rely on more than one method. While they can uncover if ads are emotionally captivating – only by combining them with virtual shopping, it becomes clear how well emotions translate into action.

                The change can be made if you understand the consumer challenges

                As we mentioned in previous installments, there is a significant lack of awareness that each individual can make an actual contribution – only 34% of shoppers think they personally can contribute to solving the problem of pollution. Interestingly, the findings showed that ad exposure did significantly increase sales of sustainable products by up to 9% (from 9% to 18%) – suggesting that taking time to really educate the consumers and provide facts and data will impact the demand for more eco-friendly alternatives.

                Important to note here – these results can not be compared to the data collected from testing ads that directly promote a product and are then followed by a shopping task for that exact product. The content that addresses environmental issues has a much more challenging task of not selling anything but still influencing how consumers shop.

                There is no one-size-fits-all post – you must create a funnel

                So if some posts perform better in terms of triggering emotions, but others actually influence the shopping behavior – how should brands approach addressing this issue?  In part one of this series, we mapped out the different types of green shoppers and their varying levels of eco-awareness. Understanding the differences and nuances between consumers’ readiness to act green is fundamental for targeting their exact motivations as you craft the messaging of your posts.

                Here is a handy breakdown of the post performances:

                To ensure the entire spectrum of the consumers is covered, it is best to build a funnel.  Firstly – evoke interest in the issue. For this, celebrity and NGO ads are very effective – they hold the attention for about 5 seconds on average, compared to the Scientific and Mass Media posts, which were looked at for 3.45s and 3.91s, respectively. On top of this, posts that featured celebrities aroused the most positive emotions and interest! So while great for raising awareness on the issue, the main challenge becomes truly impacting the eco behavior – and this is where scientific types of posts can give that one extra push towards action!

                The posts with messages that appeal to the viewers’ emotions drive higher emotional reach, likability, clarity, personal relevance, and persuasiveness and are deemed more credible. The data showed that messages striving to evoke fear are seen as less persuasive. So seek to inspire and empathize – not shock!

                Key recommendations straight from our experts:

                • Grab attention with powerful visuals or celebrity ambassador – make sure the celebrity spokesperson has credibility and a spotless reputation
                • Demonstrate expertise – educate your shoppers about pollution and plastic waste issues and showcase what they can do to help
                • Be honest about your share of responsibility – be transparent about how your brand is contributing to this cause
                • Make consumers feel good about buying a sustainable alternative – do not try to guilt them into buying because it does not work.

                  Fresh insights perspectives on 2022: Prepare to innovate

                  Posted on by EyeSee Research

                  As technology continues to accelerate and streamline traditional approaches to understanding consumers, at the end of 2021, we face a transformed market research landscape.

                  The insights world is buzzing with ‘agile research’, ‘AI’, ‘machine learning’, and other expanding offers, so we sat down with some of our new senior team members and seasoned industry experts to tackle one question – which approaches truly help brands uncover what consumers think?

                  Here are their takes on what could set your brand apart from the competition and how to prepare for 2022.

                  The new reality of user experience is here – optimize for success

                  The pandemic has accelerated many trends across all industries – but it has not completely disrupted all our consumer know-how and challenges. EyeSee’s Business development lead in the UK, Dorte Torpe Hansen, reflected on the relationship between online and brick-and-mortar stores.

                  She noted that more people were forced to shop online but it has not been an altogether positive experience for many. It is not easy to adjust to online shopping: finding products and brands in the right size or flavour, navigating the check-out, sorting out delivery and so on. For quite a lot of people this is more difficult than going to the shops.

                  As optimization of the online user experience is bound to be one of the critical domains to leverage growth also in 2022 for brands across industries, make sure to check out our recent comprehensive guide on conducting online path to purchase research.

                  Technology enhances what market research can (already) do for brands

                  When speaking about the trends brands could anticipate in the new year, Lonneke de Roo, EyeSee’s Senior Business Development Director, mentioned that the question of sustainability is the one that comes to mind first.

                  Drawing from years of research in packaging communication around sustainability, Lonneke noted:

                  The need to take action and act greener has never been more apparent – and as EyeSee’s recent study proved, an average consumer expects big brands to step up. Key challenge and opportunity lie in this fact: 27% of shoppers would buy more eco-products if they were from well-known brands.

                  So, the question for brands in 2022 is not IF but HOW to innovate and build competitive, sustainable products that win on the shelf. This can only be done by foregoing the surface-level greenwashing approaches and tapping deeper into the nuance of consumers’ purchase decisions regarding sustainability. Thanks to simulated feed testing and other tech-enabled options, researchers nowadays are expanding on what can and is being tested.

                  Changing times require a change in how we organize to deliver

                  Different technologies are currently fuelling a transformation in market research practices and consuming our focus, but these changes need their back-end – our organizations – to catch up as well. EyeSee’s Client Service Director, André Ketzel, concentrates on long-term strategies that can build future-proof organizations and ensure instant wins – here, being capable of seizing that opportunity for change becomes key:

                  What is certain is that intelligent and agile use of technology is becoming the main differentiator between research suppliers nowadays — both in terms of delivery and internal processes, resource planning, and decision-making.

                  For example, automating manual parts of research processes gives insights teams more time to focus on analysis and the high-value side of their job that requires their expertise and genius – while taking human errors out of the equation.

                  Another example of tech-enabled approaches might be the development of virtual testing environments in-house to meet the complex needs of the market. Testing in context enables clients to feel the pulse of the consumers more effectively than in traditional research, consequently preventing new products and communication initiatives from failing.

                  These MR supplier organizational adjustments allow brands to innovate and test more of their products, packs, and ads with higher predictability. In essence, market research tech enhancements are empowering brands to become truly customer-centric and consumer-led.

                    Leading fearlessly: More industry recognitions for EyeSee

                    Posted on by EyeSee Research

                    EyeSee has just been announced as the winner of the Fearless Leader category at Quirk’s Awards: congratulations to our Insights Director in Mexico, Diego Adolfo Chávez Terrazas! It is an honor to have a leader such as Diego to learn from and push the boundaries of market research.

                    The Marketing Research and Insight Excellence Awards, powered by Quirk’s Media, recognize the researchers, vendors and products and services that are adding value and impact to marketing research. Finalists are selected by a panel of judges made up of a combination of end-client researchers, supplier partners and Quirk’s editorial staff.

                    Diego’s diverse background of Walmart client-side experience, consultancy in major brand companies and agency management has equipped this top insights professional with a profound understanding of the industry and market research. A huge chunk of his involvement in shaping consumer research for the future lies in his dedication to teach the new generation of insights professionals. Diego spent 4 years as a professor at universities in Caracas and created a unique course compromised of top industry experts that put students in direct contact with innovation and understanding of the client and consumer needs. His incredible drive and strategic mindset make him the trailblazer and fearless leader at the helm of EyeSee’s ambitious Mexico hub expansion.

                    Olivier Tilleuil, CEO & Founder at EyeSee, shared his thoughts on working with Diego:

                    “What I personally found most interesting about Diego Chavez is his passion. In the beginning, when we were negotiating and he was planning to join EyeSee, Diego looked back at his time at Walmart or Kantar with great pride, as someone who really finds satisfaction in insights and discovery. This is when I knew that I had an excellent researcher in front of me. I felt that he would make a great boost of energy and experience into our team, and I was not wrong. He’s proven to be way more than just above average researcher; his business outlook and ambition have put our Mexico hub on the map in less than 6 months. He has been key in not only gathering the team, but truly implementing our culture, vision, and strategy from day 1 in EyeSee Mexico. For me, he embodies what a leader should be and I feel we are very fortunate to have Diego on board.“

                    Apart from Quirk’s Awards, we are also thrilled to be on Deloitte’s list for 50 fastest growing and innovative technology companies in Belgium for the fifth consecutive year. It is an honor to be recognized for our work and effort by top industry experts in the field of market research, insights and technology.

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