Visa uses Tobii Pro Glasses 2 for customer insight

As contactless payment is getting more prevalent, Visa wanted to do a health check on the payment experience to ensure that customers can use their credit or debit cards to pay for their items seamlessly. They commissioned Objective Experience to conduct a study focusing on what customers pay attention to during the payment process of using Visa payWave, including branding on the card, at the merchant checkout and POS (point-of-sale) communications.

logo-visa-everywhere.pngVisa payWave is Visa’s contactless payment technology. It facilitates fast and convenient transactions at the point of sale and eliminates the requirement for a consumer to make physical contact with the terminal when making a purchase (therefore “contactless”).

The study was conducted in both Singapore and Sydney (8 participants per location) at well-known supermarkets like Cold Storage and Woolworths. The Tobii Pro Glasses 2 was fitted onto the 16 pre-recruited supermarket shoppers between 21 to 54 years of age. Participants were instructed to shop for any items they would like to purchase, but had to use the selected Visa payWave credit card to pay.

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Contactless payment in a supermarket in Singapore

The lightweight recording unit of the Tobii Pro Glasses 2 and the simple, fast calibration made the data collection process easy and smooth. The adaptability of the Glasses 2 allowed the research to be set up and conducted anywhere (even in a busy café just outside of each supermarket). This wearable eye tracker is best used to study human behavior in naturalistic environments.

After the participants have finished with their shopping and payment task, the video recording of their task was replayed back to them on the spot with the researcher interviewing them about their payment journey based on what the participants saw and did (Retrospective Think Aloud).

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Contactless payment in a supermarket in Sydney, Australia

 

Through this study, we found several similarities between how customers in Singapore and Sydney pay with the Visa payWave. It helped Visa gained insights into how people use contactless payment via different types of payment terminals, and what they really pay attention to when they are at the checkout counters. Customers generally pre-decide on their payment method even before they start shopping and rarely change their mind halfway through their shopping, but the need for, and relevance of visual prompts varied between customers.Tobii_Pro_Glasses2_3200x1280.jpg

This led to the rethinking of how to best design consumer messaging can be designed at checkouts and entrances to strengthen consumers’ association of Visa and contactless payment, as well as for bank partners to advertise their service offerings.

Would you like to try out eye tracking on your customers? Drop an email to infosg@objectiveexperience.com or call us at +65 67374511

Autonomous Eye Tracking: An Objective Observation Research Method

News Flash (March 2016): We are excited to announce Google‘s case study about our recent TV research with Ipsos.  https://www.thinkwithgoogle.com/infographics/are-people-watching-my-tv-ads-australian-advertising-in-skippable-world.html

Have you ever wanted an unobtrusive, un-moderated and objective method of conducting an ethnographic or contextual inquiry research? Especially in private settings like in people’s homes, Autonomous Eye Tracking research method is very powerful.

At Objective Experience in Sydney, a ground-breaking project brought us inside the home, with first-person video recordings plus simultaneous 50Hz gaze tracking. Over 100 people brought home a pair of eye tracking glasses (Tobii Pro Glasses 2), calibrated and recorded what they did around the home by themselves.

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The qualitative insights garnered from this study was unparalleled in terms of recording and observing natural behaviour. The traditional observation study usually requires a researcher to be stationed within the subjects’ homes/environment observing, which adds an amount of pressure and bias on the subject. Autonomous eye tracking removes that element of bias and is still able to accurately record what the subject does and look at.

Would you like to try out autonomous eye tracking on your customers? Drop an email to Luke Goh at lukegoh@objectiveexperience.com to know more.