Tag:  case study

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!

    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!

      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.

        Walk your talk: Choosing sustainable product claims wisely

        Posted on by EyeSee Research

        ‘Eco-friendly’, ‘zero-waste, ‘100% recyclable’ – we’ve all seen them on that small section of supermarket shelves, but do these claims have the power to impact consumer behavior?

        This is the second part of the comprehensive study on building sustainable yet competitive products that get picked out on the shelf. Here are the upcoming parts that will be published in the following 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 venturing out to the eco-market, knowing your core audience is a must. In part one, we tackled the 3 shopper segments and what drives their (un)willingness to buy sustainably. But beyond understanding how these groups shop and what their incentives are – it is essential to understand how to effectively communicate your product to each segment and help the fight for ecological issues. This is where product claims come into play – they are great real-estate to not only communicate your product’s benefits and in a way negotiate the purchase, but also to directly state what exactly it is doing to make a green impact.

        Clear claims for the big win

        In the still novel landscape of green products, well-performing product claims are still finding their way to the consumer. In this study, the most common claims that can be found on sustainable products were evaluated using MaxDiff to understand how relevant and clear they are to the consumer – and to uncover their true potential to make a green impact. Here is how they performed on the two axes:

        As seen above, one of the clear winners is ‘100% recyclable’– it is direct and clear, so it fared really well on both scales. Although a popular choice by both brands and shoppers, it can often be found in the center of the debate. A lot of product packaging that claims they are recyclable is, in fact, not when a regular consumer typically has no access to specific recycling sites or plants. An interesting note to take is that, although still a better performing claim than the rest, just ‘recyclable’ is seen as less clear and impactful than the former – suggesting that adding a number drives more impact. However, not just any number will work – as claims such as ‘80% less plastic’ is significantly lower on the clarity scale – and not only that, it was also one of that was rated as the least impactful out of the tested claims.

        ‘Zero waste’ is an interesting one – while it has the potential to be impactful, it ranked low on clarity. This means that although consumers know this term is a good one, they are still confused about how exactly that works, but by making it clearer as to how exactly the product is zero waste, you can boost the impact on consumer behavior.  What is definite is that the worst-performing claims are the ones that are vague in how they are helping the cause – just stating Eco impact (G-A+), Sustainable or Eco-friendly is not enough to sway purchase decisions of eco-conscious shoppers.

        It is important to note that none of the claims made to the top left quadrant – meaning if a claim is not clear, it will not make any impact. So when building a communication strategy for a product claim, prioritize your KPIs:  make sure your claims are clear, direct, and specific in communicating how they contribute to reducing plastic pollution – but use them as a space for educating your consumers.

        Driving transparency will drive awareness

        Apart from being clear and relevant to eco-buyers, transparency is an area where brands can really shine through. Oftentimes, what consumers find clear on product packaging is not in fact the most sustainable option. And on top of this, and perhaps ironically, when it comes to using the phrase sustainable alone, it will not do the trick either since consumers might not understand what makes a product truly sustainable. So, by positioning your brand as a trustworthy source of information, your brand can make sure consumers are not only buying what you are selling but are being educated on how they can be responsible for a cleaner environment. As previously covered, levels of eco-awareness among shoppers differ – but through understanding their motivations behind acting green and addressing them specifically, crafting the right messaging and product claims becomes an easier task.

        But some rules of thumb are: claims that are too general (e.g. ‘sustainable’) and overused (e.g., eco-friendly’) are found to be unclear and less impactful in contributing to pollution cause. If not transparent in how a product is sustainable or good for the environment – shoppers won’t buy into it. Whereas,claims that are direct clear and specific in communicating how they are reducing plastic pollution (e.g., ‘plastic-free’, ‘100% recyclable’, ‘100% biodegradable’) are the best option to place on a product package. 

        Sustainable doesn’t mean different

        As with any new product launch, a big part of any brand’s communications strategy is ensuring that the product and the packaging claims are developed just right. Since their influence on consumer decision-making is indisputable, a well-researched and data-led selection of product claims are the ones that will end up on the pack design – so, why treat sustainable products any different? Typically, product claims should be tested with a repertoire of behavioral and traditional methods – MaxDiff followed by a questionnaire will assure that your claim resonates with the consumer, RTM shows how a claim fares on believability and likability, and lastly, eye tracking and virtual shopping measure whether the claims are even seen and the products consequently bought.

        So remember, going beyond just claims – like any new product that will eventually end up on the shelf, sustainable products should meet the same thorough (behavioral) research faith.

        Key takeaways:

        • Product claims are the best area for describing your impact quickly
        • Clarity is a must – be specific in explaining how you are contributing to solving a specific problem (e.g. ‘plastic-free’/’reusable’)
        • Avoid being vague – claims such as ‘sustainable’ make it unclear to the consumer about how it is helping the plastic pollution problem
        • Be brief and direct – avoid using longer copy instead of a claim (such as ‘good for the environment’) and overused phrases (‘eco-friendly’)

          Eye tracking in venture crowdfunding: Uncovering behavioral insights

          Posted on by EyeSee Research

          While eye tracking is widely used and popular in consumer behavior literature, very few studies have introduced eye-tracking technology in entrepreneurial finance. EyeSee’s online eye tracking was recently used in a study conducted by researchers from Vlerick Business School, Politecnico di Milano, University of Ghent, and the University of Bergamo, and it was a pioneering use of the technology in entrepreneurial finance research – and it delivered vital findings about behavior on equity crowdfunding pages. Read on for an exclusive interview with one of the study authors, Xavier Walthoff-Borm.

          Study authors:
          Vincenzo Butticè , Veroniek Collewaert, Silvia Stroe, Tom Vanacker, Silvio Vismara, and Xavier Walthoff-Borm.

          Equity venture crowdfunding is very competitive, and eye tracking helped prove that amount of stimuli/info is provided might make a big difference in the funding outcomes – what are some of the recommendations for getting your page or website right?

          Equity crowdfunding is competitive as increasingly more entrepreneurial ventures are using this type of crowdfunding, still, the success rates of securing equity crowdfunding are much larger compared to traditional equity markets. It was important to focus on what drives attention to the amount and type of information in equity crowdfunding deals as people’s attention is limited in digital markets, yet traditional finance theory assumes all information is captured by prospective investors. We found that much information is not observed in equity crowdfunding markets and people’s human capital uniquely affects how they look at deals. The extent to which this impacts actual investment behavior, and the funding outcomes is still an open question. However, it is important for entrepreneurs to make the first page (home page) right as we found that most people are limiting attention to this page only. When designing your home page, it is important that you don’t create information overload. Consider all relevant information aspects but choose your hook wisely for each information aspect. Moreover, refine your writing style so you avoid too much description.

          Eye tracking has extensive use in the world of consumer behavior, UX and E-commerce testing – and now, it has helped you better understand what happens with funders. What are the factors in the investor profiles affect the way they look through a page for crucial info?

          While eye tracking is widely embedded in consumer behavior literature, only few studies have introduced eye tracking technology in entrepreneurial finance.  We were the first to use online eye tracking technology which allowed us to run a large-scale experiment with real investors. We investigated the human capital of investors and the extent to which it affects their attention behavior to information aspects when evaluating early-stage equity crowdfunding campaigns. Traditional academic literature argues that people attend to signals – think of aspects with regard to the product, the team or the market potential that the entrepreneur is using to signal the potential of an investment opportunity – to assess the quality of early-stage deals. While the crowd in equity crowdfunding markets is heterogeneous, we disentangled human capital into general capital (i.e., their education level and entrepreneurial experience) and specific human capital (i.e., previous industry-specific experience and equity crowdfunding experience). We find that both types of human capital uniquely affect the way people look at early-stage equity crowdfunding deals. For example, specific human capital reduces how many different signals people attend to and the time it takes to do so. In contrast, general human capital increases the signal set size and the time to form a signal set. What is more, both types of human capital influence the composition of the signal set differently. General human capital is increasing peoples’ attention to the entrepreneurial team, while specific human capital is decreasing attention to the entrepreneurial team. Specific human capital (such as equity crowdfunding experience) is mainly increasing the attention to product aspects of the campaign. We also find gender to be influencing attention behavior. Females are less attracted by the financial and strategical aspects of early-stage deals.

          Perhaps counter-intuitively, it is not always humans and stories that draw attention – in a competitive online environment such as Equity crowdfunding pages, there are other elements that might matter more? What are those attention-grabbing campaign aspects you need to ensure are perceived in order to increase your chances of securing investments?

          If you want to increase your chances of securing investments, you have to make sure that all relevant and important information is provided on the home page. Most people limit their attention to the home page only. Be specific and be bold in the information you provide on those campaign aspects that you believe make an impact since people’s attention is bounded in online financial markets. Your first entry is the most important one, and this is not different in entrepreneurial finance. We would emphasize the value of carefully considering and drafting the most relevant information on the home page as entrepreneurs have to quickly establish interest and credibility. While the crowd is heterogeneous, and human capital is uniquely affecting attention behavior, it is difficult to make general statements about which campaign aspects are most important and would increase the chances of securing investments. Moreover, we didn’t investigate their investment behavior yet were focusing on the time they spend on different campaign aspects. The proportion of time fixated on these aspects is reflecting engagement of attention, which is different from the importance of the information for a decision-maker. The most important takeaway would be to know your crowd and draft your information on the crowdfunding page accordingly.

          How does buying online differ from participating in equity fundraising?

          The boundary conditions in the buying process of online shopping are different from those in the stock buying process of private early-stage firms. Mostly, because of the higher uncertainty in early-stage investment decision making as past information is limited, the information provided is less tangible (accurate) and the decision outcome uncertain and laying in the distant future. Besides, the decision process is more challenging as most people in equity crowdfunding develop their own understanding of the decision outcome without the confessions of reviewers or third-party advisors. These boundary conditions may affect how investors look at deals and how shoppers look at the packaging. Accordingly, I am afraid it would be comparing apples to oranges. Yet, studies investigating how shoppers look to packaging suggest the existence of a limited attention span as well. The observed visual attention behavior seems similar as people tend to focus on easy observable signals (such as prices and brands) rather than detailed information processing (e.g., reading nutrition information). People have the objective of finding information convenient to their primary information needs to reduce cognitive costs. After all, it seems we are lazy thinkers and cognitive misers despite the setting.

          EyeSee’s remote webcam-based eye-tracking technology has an extraordinarily extensive field of application spanning consumer research, academia, business, or advertising research. Due to its simplicity and wide availability, it is truly a disruptive moment that democratizes eye-tracking. Because eye tracking is now available online to anyone with a computer, it has an exponential effect on the recruitment pool of respondents in comparison to using eye tracking devices or central location laboratories.

          Want to learn more about how you can combine online eye tracking with other traditional and behavioral methods to drive your business forward?

            Webinar | Redefining Research Partnerships: Opportunities and Challenges for Insights in 2021

            Posted on by EyeSee Research

            In this conversation, EyeSee and Jason Chebib of 180 New York agency (formerly VP at Diageo) will shed light on what should a research supplier/client relationship look like in 2021 – from both the client and agency side, what is it that you are looking for in a vendor or consultant?

            With so many technologies, buzzwords, and shiny new promises about what research can do, both big and small players compete for a chance to deliver the best insights to drive business decision-making and strategy. We wondered what should a 2.0 Research Agency look like – what are the things we should live up to, and where do we miss the mark? What kind of thinking, mindset, and approach works best, regardless of the technology we are working with?

            Register now to learn about:

            • What makes the difference between suppliers: is it speed, quality, flexibility, or something else?
            • In which direction will the insights industry potentially evolve
            • What is the role insights should play in shaping the strategy of a brand, in a changing brand landscape

              Webinar | Getting to the root of behavior: Behavioral decision trees

              Posted on by EyeSee Research

              Join EyeSee’s seniors for a webinar session on Behavioral decision trees and how virtual shopping enables us to uncover true consumer behavior with extreme reliability. Presenting the results of a meta-study comparing survey and virtual shopping accuracy on over 35000 respondents and offering practical advice to use this solution for deep category learnings and beyond!

              Watch the recording to learn:

              • How are Behavioral decision trees different from standard DT studies?
              • How to extract the biggest ROI from decision tree research and who benefits the most from these studies?
              • Why trusting what consumers say is much more dangerous than you might think

              Panelists:

              Marija Đorđević, Product Director, EyeSee

              Diego Adolfo Chávez Terrazas, Country Lead & Insights Director, EyeSee Mexico

              Heather Graham, Business Development Director, EyeSee

              Host:

              Sanja Ćopić, Content strategist, EyeSee

                IIeX Europe | Closing the immunity gap: How to nail COVID-19 vaccination messaging?

                Posted on by EyeSee Research

                The world is finally seeing the mass roll-out of long-awaited COVID-19 vaccines. Yet, skepticism around vaccination is prevalent. From appealing to emotions, sticking to logical arguments, mentioning families, the economy, or national safety – there are many types of messaging governing bodies can use to promote vaccination, but which ones are the most effective? EyeSee experts present findings from a behavioral study on how different messaging affects the public attitude towards vaccination and what it means for the bigger picture.

                Listen to the session recording from the IIeX Europe online event by Greenbook!

                Participants:

                Joris De Bruyne, Partner, EyeSee
                Payal Patel, UK Business Development Director, EyeSee
                Alexandre de Jubécourt, EU Business Development Director, EyeSee
                Tom Vande Moortel, APAC Business Development Director, EyeSee

                  Embracing the new: Heather Graham joins EyeSee!

                  Posted on by EyeSee Research

                  The pandemic has propelled us all into an evolving and learning mode; it has pushed both industries and insights providers to consider new approaches as a matter of survival. Within EyeSee, an agile strategy was part of the team’s DNA from the get-go, which is why sourcing out the right talent to shape and handle the growth is key. A new one just joined our ranks: Heather Graham, formerly VP/Client Development at Behaviorally (formerly PRS)!

                  Heather has market research experience spanning over two decades, covering both agency- and client-side companies in the US and Singapore. Throughout her career, she has been particularly keen to tackle a wide variety of projects, tasks, and initiatives.

                  “Aside from an impressive list of clients under her belt, Heather’s contagious curiosity, drive to learn and go the extra mile to the optimal solution for clients made it clear to me that she would feel right at home within EyeSee”, said Oliver Tilleuil, Founder and CEO at EyeSee.

                  We took this opportunity to get to know Heather’s perspective on the changing industry landscape and major opportunities facing clients in 2021.

                  The MR industry is adjusting to accommodate new research needs during and after global pandemic, seemingly becoming overall more tech-driven, agile, and tactical. The byproduct of this massive embrace of online and behavioral is that there is far less diversity in MR services in the market. How do you define innovation and ‘new’ in MR today?

                  Given the pace of 2020 (and 2021 being at least as fast, if not faster), I’m hoping for a multi-pronged approach and philosophy to innovation across the industry. 

                  Client-facing technology and services launched by agencies: Though in my experience clients are a lot like FMCG consumers – intrigued by the new and willing to try it, but find it quite hard to give up the tried and true (for a whole host of mostly good reasons) – and so innovations and ‘new’ ideas need to find a balance between familiar or recognizable and distinctive. Both in terms of the ideas themselves and in terms of overall portfolio of services. 

                  Employee- and team-facing technology and services: 2020 was a year of literally grinding through. 2021 needs to be a time (hopefully shorter than a year 🙂 of taking a step back and developing or retooling processes, software, and hardware to better enable and empower employees and teams to do their work successfully and more efficiently. Which will benefit everyone, of course!

                  With online shopping and buying options being on the rise, could you share any predictions about what might make companies competitive in this area?

                  For our clients: It is more important than ever in this new COVID/post-COVID environment to understand P2P and ensure that your brand has the primary bases covered – and covered with compelling calls-to-action.  This doesn’t mean that everything needs to change, not at all. Continued investment in consistency – your distinctive assets and brand language should be maintained – with an eye to meaningful and well-placed signposts and reminders is critical to maintain (and better yet, build) mindshare with consumers. Driving compelling and cohesive stories across advertising, e-commerce, and pack is essential. 

                  Additionally, ensuring brands have the right mix and the right presentation of the mix is critical.  While we don’t have crystal balls, of course, the past 12 months have certainly helped us see more of the future than we could have anticipated even 18 months ago.  So, in reviewing the product portfolio – do all your products still make sense?  Should something(s) be added? 


                  For EyeSee: This past 12 months provides two sides of a coin.  EyeSee has been an industry leader in online behavioral research, but the gap with competitors is shrinking – accelerated by the pandemic.  In the few days I’ve been here, I’ve already seen that this is simply a motivation to push further.  And I’m so excited to be a part of that entrepreneurial stretch.

                  What do you believe is at the core of EyeSee? Was there something you learned about the organization that might not be so obvious for outsiders?

                  EyeSee may still feel like a young, new company in the industry, but the methods, the practices, the expertise deployed are well established and well researched. 

                  What made me join the team are the Enthusiasm, Authenticity, Integrity, Empathy.  Olivier’s passion is infectious; meeting with others in various positions and locations during the interview process demonstrated to me that it is a shared passion. 

                  EyeSee has been a good competitor over the years , which shows me that there are strong services on offer.  And these services go beyond retail and FMCG, which is exciting. With +10 onboarding and introduction meetings under my belt, I feel the human-ness of everyone I’ve spoken to. There is clearly considerable respect amongst everyone I’ve spoken with, there is a strong feeling of a team from the highest levels, and I’ve already met a cat and a baby during conference calls (strong contributors, both).


                  Heather Graham has worked in marketing research for over two decades, both on the agency- and client-side. Previously, she was a part of Behaviorally (formerly PRS) in the US and Singapore. Heather most enjoys being in agency-side and relatively smaller companies as she feels like this is where she can have the most positive impact, learn the most, and have access to the most variety of projects, tasks, and initiatives.

                  If this interview sparked interest in EyeSee’s unique approach, check out our article outlining the formula behind our 8 years of sustainable growth.

                    Webinar recording | How tech transforms online research: The case of Twitter

                    Posted on by EyeSee Research

                    Tech truly has the power to change research – we see new approaches and methods brought into the research toolkits, completely changing the horizon of insights. What used to be a guessing game is now unbiased, verified knowledge enabled by understanding behavior in the right context – and it will replace so many old research paradigms. Request the session recording now!

                    In this session, EyeSee and Twitter share:

                    • Fresh findings from the latest study on brand safety and communication in a crisis
                    • Twitter’s perspective on what to prioritize in 2021
                    • Ways to leverage remote tech for high-quality behavioral research

                    Participants:

                    Kelsey Capobianco, Research Analyst @ Twitter

                    Isabel Suede, Research Analyst @ Twitter

                    Vuk Pašković, CTO @ EyeSee

                    Host:

                    Sanja Copic, Content strategist, EyeSee

                      Thanks for your interest!

                      We”ll get back to you promptly