visibility research
Japan is one of the most cluttered marketing spaces in the world. On supermarket shelves, on TV, in the pages of magazines, on the streets, in the subway... competition for the attention of consumers is intense.
Market research shows that consumers in Japan typically see over 1000 advertisements during a week covering a broad range of
categories, spend only 5 to 6 seconds on a typical magazine ad, and fail to notice the majority of the products displayed on a typical set of shelves!
As marketers, can you really be confident that your product or message is being seen? After all "
unseen is unsold!" and weak visibility versus the competition cold be effecting your bottom line.
Gaining an understanding of consumer behavior, through accurate measures of
ARC (attention, recognition, choice) permits marketers to drive this behavior to their benefit:
Depending upon the nature of the stimulus (packaging, TVCM, print, web etc...) and the clients' specific needs, the following methods are used:
JMI Eye Tracking
JMI Eye Tracking research uses infra-red light to monitor the movement of consumers' eyes, while they are exposed to marketing communications. The light is projected into their eyes and the corneal reflection is captured using a camera. This way we are able to follow exactly what captures consumers’ attention and interest :
- Data is captured electronically in real-time
- Eye movements are recorded 60 times per second, ensuring high accuracy
- No cumbersome headsets are used, so stimuli are viewed naturally
- The system is fully portable, allowing set-up at any interview location
Tests are usually conducted in the competitive context so that the performance of your marketing communicating can be measured verses your direct competitors.
JMI Eye-Tracking is the first step in an extensive, customized interviewing procedure that captures all the information needed to optimize the marketing communications being developed. This would include
shelf/planogram/POP testing, packaging testing, outdoor/transit, vending machines, print, website and TV commercial testing.
Typically this procedure also includes interviews to establish the recall and comprehension of key messages, as well as attitudinal measures such brand imagery/perceptions and purchase intent.
The value of the insights provided by these more conventional approaches is greatly enhanced by combining with the behavioral measures generated by JMI Eye-Tracking research.
State-of-the-art technology for state-of-the-art insight!
JMI Consumer Vision Goggles (CVG)
Consumer Vision Goggles (CVG) permits marketers to see exactly what consumers are looking at as they move around in a real marketing environment e.g. while shopping in stores.
CVG are essentially a pair of lightweight spectacles that allows for mobile eye-tracking when worn by consumers. The eye-tracking data provided then can either be studied qualitatively or digitally coded to produce generate heat maps and detailed statistical measures relating to visibility and product interactions.
In the later case, JMI works with our partner eye-square and their industry leading software "Visualizer".
CVG can be used to study
store layout (in conjunction JMI's Shopper Tracking System),
shelf/planogram/POP testing, packaging testing, outdoor/transit, vending machines, print, website and TV commercial testing.
For more information about JMI's Consumer Vision Goggles (CVG):
Contact us
Visibility Research from GMO Japan Market Intelligence(JMI) is a powerful set of solutions to optimize visibility and communication of key messages in the competitive environment of in the market place.
State-of-the-art solutions for outstanding market visibility!
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