Eye-Tracking Marketing Research Services

PubLAB™ offers brands a unique opportunity to execute a planned and structured evaluation of the role of digital and other POP advertising in terms of amplifying the message, driving consideration, converting to purchase and building the brand.

Research can be carried out in a live pubLAB™ setting across the pubLAB™ network, which includes pubs with different customer profiles to match client’s requirements, as well as simulations in a laboratory setting.

We have a four-stage approach to research design briefly summarised as follows:


1. Opportunity identification

Is there an opportunity to generate valuable shopper insights through pubLAB™ and how do these link to brand goals?

2. Research planning

Define the methodology in terms of target shopper and insights required, develop testable hypotheses and plan the research methods to be used.

3. Execution and Analysis

Agree data collection methods and time scales across the pubLAB™ network.
Data collection and analysis.

4. Presentation of results

Evaluate the insights gained from the pubLAB™ research and develop strategies to connect with brand goals.


Packaging Research

Enables testing of pump clip and bottle-liveliness, addressing the following questions:

  • Do customers notice the product?
  • How much attention does the product generate compared to the competition?
  • How long does it take for a customer to find the product on a shelf?
  • Does a specific version of a packaging or POP materials generate more attention, memory or choice?
  • Does the packaging communicate the intended message?

Fixations of Hopster


Point of Purchase Research

You’re looking, but are you seeing?

Industry sources suggest that 90% of POP spend is wasted. To optimise returns of POP spend, why not test creative executions in a live setting? In this instance, this POP investment failed to draw the drinker’s attention to the brand.

Our research allows brand owners to test:

  • Does a different placement of POP advertising generate higher attention?
  • Is there a synergy effect between digital and other POP materials?
  • Does the usage of both types of promotional materials within the same campaign generate higher attention, memory or sales?
  • Does the lengths of a video slot on a digital screen affect attention?
  • Does the lengths of a commercial correlate with product sales?

Customer Journey Research

If we understand how our target consumers behave in a live pub setting, we can help brand owners to extend brand equities along the whole path to purchase. To do this, we need to understand consumer’s decision points in-store and how media and other POP opportunities can influence these decisions. The film shows a snapshot of a typical customer journey including interaction with digital and other POP stimuli at the decision making stage.

Consumers path to purchase

Consumer path to purchase

PubLAB™ allows brand owners to test consumer behaviour at each stage of the customer journey, providing brand owners the insights into how to arrange products or marketing materials to achieve set objectives.


Research Techniques

PubLAB™ uses a combination of mobile and fixed eye-tracking and traditional POP research techniques:

 

Eye-tracking technology enables to quantify visual attention, allowing to identify more salient areas in the scene.

Sales and other consumer generated data enriches other data and enables to more precisely measure the effect of POP advertising on sales.

Quantitative traditional research methods allow to enhance quantitative data.