Eye Tracking

Eye Tracking is a technology that allows you to understand what a person is really looking at while watching advertising, viewing design layouts, browsing a website, etc. It is the most objective method to measure consumers’ attention.

How It Works

With eye tracking you can
D E T E C T

  • Where the sight is focused
  • What is the users gaze pattern
  • Which element is seen first, second, third etc.
  • How long is the user's eye focused on specific Area of interest (AOI)

With eye tracking you can easily
T E S T

  • Video materials
  • Live Websites (UX/UI)
  • Images (print ads, online banners, etc.)
  • Packages/product concept
  • Product shelf placement

Eye Tracking on Impala

On IMPALA, the eye tracking technology is fully integrated with other neuromarketing technologies. It allows you to cross-analyze consumers’ explicit responses with their non-conscious reactions and get the most reliable insights. The eye tracking technology is fully automated. Eye tracking studies are mainly using a computer webcam to detect data. Please note that the accuracy of the webcam-based eye tracking results depends on the webcam resolution.

Emotional recognition through face

Emotional Recognition through face Emotions define how we feel about certain things, facial expressions are the most obvious way to show those feelings. However, identifying human emotions in digitalization has always been a challenge – as a solution the implicit technique Emotional Recognition through face systems have been developed.

Emotional recognition through face

Emotional Recognition through face Emotions define how we feel about certain things, facial expressions are the most obvious way to show those feelings. However, identifying human emotions in digitalization has always been a challenge – as a solution the implicit technique Emotional Recognition through face systems have been developed.

How it works

Based on Paul Eckman’s study (please link to a source), there are 68 dots detected on every human face. Different sets of these dots (points) can be recognized as different emotions.

FER aims to detect
and recognize
SEVEN CORE EMOTIONS

  • Joy
  • Fear
  • Sadness
  • Neutral
  • Surprise
  • Disgust
  • Anger

With emotional recognition
you can easily
TEST

  • Video materials
  • Images of people, brands and products
  • Music
  • Editorial copy (especially fake news)

Emotional recognition on Impala

IMPALA has a module based on the philosophy of Paul Eckman (link again to source): through a web camera, IMPALA detects face dots and recognizes emotions. (Those emotions are provoked by stimuli that have been uploaded to the platform and are shown to the users.)

As soon as the respondent reacts IMPALA recognizes the exact time of the appearance of the emotion, connects it with specific stimuli and delivers valuable data to you.

IAT - Test of Implicit Associations

Your customers or/and target groups have only limited access to their own thoughts and preferences. Also, traditional research methods are limited in developing deeper insights. As a result, market researchers across the globe embrace research methods that explore the subconscious depths of the customer’s mind. The Implicit Association Test is such a method and allows you to go deeper by measuring the strength of mental associations.

How it works

The base of IAT is to measure the time of a reaction to specific stimuli. Why? Because our brain requires more time to act upon incongruent thoughts than something we find logical straight away. Therefore, the associative strength can be calculated as reaction time difference between blocks.

IAT on Impala

(can we add 1 sentence how it works on IMPALA)

Fields of applications
of IAT are:

  • measuring brand image
  • testing brand DNA
  • testing logos
  • testing headlines
  • and more...

Virtual Shopping

Most of the decisions for purchase are made in front of shelves. By exposing respondents to shelves you create an almost identical situation to a real shopping experience and as result receive crucial information on the customer’s decision tree.

Virtual Shopping

Most of the decisions for purchase are made in front of shelves. By exposing respondents to shelves you create an almost identical situation to a real shopping experience and as result receive crucial information on the customer’s decision tree.

How it works

When using a virtual shopping tool, respondents are instructed to click on the products they want to buy, answer how many pieces they are willing to buy, etc. (any more details available?)

Virtual Shopping on Impala

(can we add 1 sentence how it works on IMPALA)

With virtual shopping
you can easily
TEST

  • display and POS materials effectiveness
  • category drivers
  • shelves organization (planogram)
  • label or package testing
  • price testing
  • forecast of market and value share

Traditional Market Research tools

Implicit research techniques are highly advanced in detecting behavior, from a human and consumer perspective. However, they have no capacity to discover the reasons behind such as…

We from IMPALA strongly believe that those reasons behind are equally important as advanced data on human behavior. Therefore, we offer validated tools developed and implemented in classical explicit research methodologies that are designed to complement all neuromarketing tools, available on IMPALA.

Traditional Market Research Tools we offer:

Regression
analysis

  • Where the sight is focused
  • What is the user's gaze pattern
  • Which element is seen first, second, third, etc.
  • How long is the user's sight focused on specific Area of interest (AOI)

Needs and Gaps
Analysis

  • Video materials
  • Live websites
  • Images (print ads, online banners, etc.
  • Packages/product concept
  • Product shelf placement