Archive for the ‘News’ Category
It was a battle of the brands that cost £8k a second just to take part. As Marcus Collins and Little Mix cried their way through Sunday’s final, the real competition was being fought between the Christmas adverts jostling for top spot in the UK’s most expensive TV advertising slot.
Using innovative testing technologies to track eye movement and monitor subliminal, emotional response, we recorded how each brand’s advert rated during the final break before Little Mix was announced winner.
It’s been a bumper year for emotional Christmas offerings, but those that paid for top billing were Estee Lauder, HMV, Currys/PC World, M&S and KFC, as well as adverts for a Coldplay concert and ITV’s Christmas Special of Downton Abbey.
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Forget the singers grasping for stardom, the real battle of the X Factor final this year will be between the adverts. The break before the winner is announced on Sunday’s live final is the most expensive in the UK with slots selling for £8k per second.
Which mini masterpiece will come out on top? Can John Lewis’ headline-grabbing Christmas tale tug the heartstrings? Will the conclusion of M&S’s X Factor episodes have viewers hooked? Or can Coca-Cola claim the ultimate prize? Well, we intend to find out.
We’ll track eye movement and monitor subliminal, emotional responses, to record how each advert rates in terms of excitement, interest and, emotional engagement amongst X Factor viewers.
We’ll then analyse each advert’s effectiveness and ascertain which had the most powerful, memorable and engaging impact on each demographic. In short: which advert has the real X Factor with viewers. The results will be announced on Tuesday 13th December.
The final advert break will be played to each research participant in isolation. Via an unobtrusive electroencephalograph (EEG) headset, their underlying brain activity will be recorded to reveal what the user is feeling as well as their levels of engagement, excitement and frustration. Similarly, eyetracking technology will record where they look at any given time and the data correlated with their emotional state.
In short, they will watch the final in the same way as they normally would, without any interruption or outside influence, but they will also be unconsciously giving an honest, realistic and quantifiable critique of the adverts.
Visit back on Tuesday once we’ve analysed the data and revealed which ad had the greatest impact, winning the title of ‘Advert of the Year’.
SimpleUsability were delighted to win the Innovation Award at the Digitally Leeds Awards last night, bringing home a new addition for the trophy cabinet.
Take a look at the recent piece in Marketing Week in which Steve Lee, Jet2.com’s Commercial Director talks about the benefits of usability research.
In case you hadn’t noticed, Christmas is looming large and many retailers are hoping that they will see a massive boost in sales in this make-or break season. Never before however, has the world of e-commerce been so important for retailers.
Guy Redwood, our MD shared with The Drum his top tips on the simple things every online retailer needs to have on its Christmas list. All retailers worth their salt know that their online presence must be every bit as fulfilling and satisfying an experience as a visit to a bricks and mortar store. At no time is this more important than Christmas when customers are scrambling to search out bargains online and worrying about getting them delivered in time to tuck under the tree.
At SimpleUsability we have spent ten years using specialist, cutting-edge technologies such as eye tracking, to capture conscious and unconscious behaviours of people, watching how and why they buy what they do – whether browsing online or walking around live retail environments. We found that there are many simple things that every retail website can do to ensure the best consumer experience possible. Here are my top ten dos and don’ts that every multichannel retailer can put in place and that won’t require extensive redevelopment:
- Don’t cover your tracks A clear strategy for handling post-purchase worry about delivery is paramount. Users want websites that allow them to check the status of their order. If you are using a third party, make it clear who the third party is so that the shopper can chase the delivery agency directly. This also means any problems are more likely to be blamed on the delivery company than the retailer.
- Inspire confidence in delivery On the ordering or checkout screens, make clear reference to your success in handling high demand over previous Christmas periods to establish a reputation as a company that works hard to get orders delivered on time. Support this with positive customer comments.
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The article covers the less conventional forms of market research and Jet2’s Commercial Director, Steve Lee states that EEG and eyetracking technology are a useful complement to other research sources as they pick up information that might otherwise be missed.
They can address flaws in traditional surveys, where people are often unwilling to admit to being influenced by marketing messages and are unable to recollect their choices and actions accurately. Lee says these are not necessary less reliable, and that behavioural monitoring techniques are used alongside, not instead of, surveys to build a fuller picture.
“The majority of it is challenging your own ideas of how you should market online. You do not see the wood for the trees all the time. You can have an overall conversion strategy that is successful, but you can always tweak it further and that is where website usability testing comes into play.”
When we talk about emotional engagement, we don’t mean ordering an ‘I heart ’ t-shirt and giving the CEO a bear hug, we’re referring to the scientific study of emotions and how they have the starring role in the purchase decisions made by your customers.
Have you ever asked yourself how your users feel while they are using your product or your website?
It makes intuitive sense that if your users have a positive emotional experience on your site they’re more likely to convert from browsers into buyers. Do you know exactly what on you site is converting using emotional equity, and what is failing?
We are irrational beings, and nowhere more so than when we are online and (believe it or not) when we are parting with cash. In fact neuroscientists argue that emotions drive between 90-99% of all decisions we ever make.We have evolved a highly sophisticated subconscious brain that effortlessly deals with the millions of inputs we perceive every second before delivering it to the attention of our conscious brains, via ‘gut’ emotions.Yet the most widely used methods in usability testing often involve asking a user’s conscious brain why it did something. The truth is it simply doesn’t know.
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With advertising spots costing three million dollars in the famous superbowl commercial breaks, ABC News run a great piece about how EEG in neuromarketing works.
If you look closely, you’ll note that the research participants in this video have to have special sensors glued to their head with many wires connected to a computer. Our brainwave monitor, shown on the right, is wireless, quick to set-up and considerably less invasive.
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We’re passionate (and a little bit obsessive) about creating a realistic methodology for testing, and this is no different for mobile applications. Our way of testing means that users aren’t restricted and can freely move their phone while we’re able to accurately track what they are looking at on the screen.
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How can online retailers manage customer expectations?
As the second arctic blast hits the UK, couriers and distribution centres are struggling to clear the backlog of parcels created by the disruption caused by the first wave of wintry conditions. With Royal Mail aiming to deliver to one million customers on the Sunday before Christmas, and many mainstream retailers taking decisions to stop new orders adding to the problem, exactly what stance should online retailers take to maximise sales at such a crucial time of the year?
So what are the major etailers saying?
In the midst of all this stress and worry (with the exception of some disorganised shoppers who can gleefully blame it on the snow) some of the UK’s top e-retailers are advising their customers on the situation. How can this be done to maintain yuletide harmony, and are they even advising at all?
Marks and Spencer’s have temporarily suspended order taking for some Scottish and Northern England postcodes. But despite not loudly advertising it on their homepage they do have a comprehensive FAQ section on the issue. A full list of affected postcodes and stores is listed, with major cities easily identifiable.
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Eye tracking a user finding out when the last christmas postage day for a package of known dimensions and also getting an idea of cost. User struggles with terminology (it’s classed as a large letter, not a parcel) and finding out costs once they had learned which size category the package was in. User’s brainwaves were monitored using an modern EEG headset, clearly showing periods of frustration.
Learn more about emotion response analysis for neuromarketing here: http://aws.simpleusability.com/services/eeg/