Eye Tracking in Retail Taking Off in Manila!

Lynette Goh, our very own senior eye tracking research consultant, recently spoke at the South East Asia POP (Point of Purchase) Summit in Manila. She described how wearable eye tracking helps brands and retailers in understanding shopper dynamics and their interaction with in-store marketing.

popsummit1

This Summit was organized by 11-FTC and Fujifilm Philippines to grow and change the POP landscape with new research and materials technologies in SEA.

popsummit2

Tobii Glasses 2 eye tracker
Tobii Glasses 2
were showcased at the event and demonstrations were booked solid through out the conference.

This is the next wave of scientific research in shopper research in the Philippines, are you on board? Contact 11_FTC for consulting services in Manila.

We’re saving the Planet! Objective Eye Tracking and Prof. Gemma Calvert secure a grant from The Institute on Asian Consumer Insight!

We are proud and excited to announce that Objective Eye Tracking is collaborating with Prof. Gemma Calvert and her team of researchers at Nanyang Technological University on a grant project awarded by The Institute on Asian Consumer Insight (ACI).

This ground breaking research project will seek to understand Asian consumers’ sustainable living perceptions and how that translates into their shopping behaviors. The project tackles key strategic topics under the Possible Future Worlds research initiative at ACI. The mission for this project is to better understand how we can reduce the impact that humans have on Planet Earth.

We will probe into the consumers’ subconscious attitudes and emotions about sustainability, recycling and eco-shopping using cutting edge methods including the Implicit Reaction Time tests and Eye Tracking with the Tobii Pro Glasses 2. These methods will help us uncover new insights that are not easily accessible via regular self-report measures and derive new solutions that will help change human behavior and make a difference.

 

About ACI (The Institute on Asian Consumer Insight)

aciACI was created to help international brands understand Asian consumers and develop business strategies to succeed in Asian markets. By applying the latest market research methods, including psychometrics, biometrics and data-driven approaches, we tap into the deep-seated cross-cultural and often subconscious influences on consumers behavior so that our clients can predict their responses across different Asian markets. ACI also conducts and sponsors research on all aspects of Asian life and disseminates many of these findings on their web-based knowledge platform, Insight+.  For more details about ACI, how we can help your company to better understand your target Asian audience, or find out more about our educational programs, please visit us at ww.aci-institute.com.

ACI is a joint initiative between the Singapore Economic Development Board (EDB) and Nanyang Technological University (NTU) and is hosted at NTU.

About Objective Eye Tracking

oetObjective Eye Tracking are the leaders in Eye Tracking in the Asia Pacific Region. We sell and rent Tobii Eye Trackers to universities, market research agencies, corporates, UX and usability companies across South East Asia, Australia and New Zealand.  We have a team of passionate Customer Experience Consultants who aim to improve the experience of a brand, across every touch point (both online and offline), and are the leaders in using eye tracking technology to uncover unconscious insights which can be used to improve the customer experience.

Eye tracking in Manila’s wet market VS supermarket

Objective have been conducting researches in many different environments and context including websites, mobile and tablet applications, TV experience, merchandise, shopping experience in a supermarket, and driving experience.

Now, how about conducting research in a wet market and supermarket?

Wet markets are commonly known as the place to get freshest and cheapest produce. Having been to wet markets in Singapore, the wet market I went to in Manila is definitely different.

1 Manila’s local wet market

To conduct the shopper research in the wet market in Manila, we used a pair of Tobii eye-tracking glasses to uncover the objective:

How do shoppers react to the point-of-sale materials (POSMs) in a wet market?

In this example, I am referring to typical shoppers purchasing similar dry products in a wet market versus purchasing them in a supermarket.

How do typical shoppers shop?

In the wet market
Shoppers walk into a wet market with a list of things to purchase, walk up to a store, ask for the product while specifying the brand.

Store owners bring the items from the back of the store, specify the price of the item, and wait for payment.

In the supermarket
Shoppers walk into a supermarket with a list of things to purchase, go down the aisles to look for the products, find themselves surrounded by huge selections of similar products. They have the option to pick up the items and make comparisons, come to a decision before they approach the cashier to pay.

Did you realise the difference in the shopping behavior in a wet market versus in a supermarket?

That is the ‘freedom to choose and interact from a wide range of brands for similar products’.

With the above points being said, this may be a piece of bad news to the marketing departments handling marketing collaterals for wet markets as shoppers will not be exposed to any other products, not to mention trying a new product.

In a wet market context, shoppers are very dependent on the store owner. With the setting of a typical store in a wet market, shoppers will not be able to understand the layout of the products in the store as they have no access to it, and the items are usually categorized according to the preference of the store owner. So, shoppers would usually have a specific product in mind before they approach a store and would expect the store owner to bring the item to them.

In a supermarket, shoppers do not rely on the staff to help them retrieve the products. Shoppers are expected to be independent and are more likely to walk around to explore different possibilities as compared to the shoppers who only shop in a wet market.

However, it does not mean that there is not a chance where the shoppers will request to see a new product lying on a shelf. But, the shoppers in a wet market are likely to feel embarrassed and obliged to purchase if the store owner has to make a few trips for their discovering process.

The discovering process of the products is usually done in the supermarket where the shoppers are able to take their time to pick up and compare the products without feeling embarrassed or obligated to purchase the product immediately.

2
A participant in a local wet market

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A participant making purchase in supermarket

In Manila, most shoppers split their shopping trip into two parts.

  1. Main trip – usually done early in the morning, a trip that they purchase most of the items they need for the day.
  2. Top-up trip – only needed when there is a shortage or when they need to get fresh necessities like seafood or perishable items.

During the main trip, shoppers tend to spend more time walking around and making comparisons. However, during a top-up trip, shoppers are task-oriented and do not explore or make discoveries as much as their main trip, resulting in overlooking the POSMs available in the shop.

Results from the eye-tracking study showed that shoppers tend to be more attracted to words that indicated savings to them (e.g. buy 1 get 1 free, 20% more, etc.) which is usually found on the product packaging. In this case, experienced shoppers like housewives were attracted to promotion contents that suggested ‘savings’ to them.

As the POSMs were either placed above eye level or has inevitably blended into the background of the shelves, this resulted in participants taking little notice of the POSMs.

wetmarket_phillipinesTo conclude, out-of-home advertising though challenging, can still be achieved by ensuring that the advertisement is relevant only where it is applicable to the environment that it is placed within. However, it will be counter intuitive if it blends into the environment itself. Innovative advertising that is designed to be striking can still catch the customers’ attention in an otherwise chaotic environment like the wet market.

Working with Objective Asia was a very enriching experience. It was the first time that our company was able to utilize the technology of Tobii Eyetracker for a Shopper Study, and I think things went well considerably it was fairly simple to use, and easy to understand. It provided great insights in what people really do look at, without the bias of recalled claims. It was objective, clear, manageable, and really interesting!”
Daryl Santos

PK Yeo

Portable eye tracking – Tobii Glasses 2

Tobii has recently announced the release of their new mobile eye-tracking glasses – Tobii Glasses 2!

Tobii Glasses 2 reveal what a person is looking at while they are engaged with real world environments and in other activities. They are the successor of the original Tobii Glasses, but come with a whole range of boastful upgrades to solidify their place as the future of mobile eye-tracking.

Buy Tobii Glasses 2

Tobii Glasses 2 Eye Tracker available in Singapore soon!

The glasses only weigh a tiny 45 grams and come with an upgraded wide angle HD scene camera and clear rims for optimal viewing. A new wireless feature allows for remote LIVE viewing so that others can instantly view what the user sees! With Binocular eye-tracking for improved accuracy and 1920×1080 pixel scene recordings, this new piece of technology will be in high demand as researchers discover more and more ways to use the technology in innovative ways.

 

New in Tobii Glasses 2 eye tracker

Live view — allows researchers to see exactly what a person is looking at, wirelessly and in real time. Gain immediate and actionable insights to tailor your retrospective interview prompts.

True view — provides complete freedom of viewing for the wearer thanks to the wide-angle HD scene camera and four eye cameras in a thin frame. Secure valid research by accommodating peripheral vision and natural viewing behavior.

Flexible mapping tool — significantly reduces time for coding videos. Efficiently aggregate and process data from multiple test participants for specific study objects. No more IR markers!

Lightweight, unobtrusive design — feels like a regular pair of sports glasses at only 45 grams. Give participants maximum freedom of movement to behave naturally.

Here’s a recent webinar from Tobii on Tobii Glasses 2 eye tracker

Objective Eye Tracking SE Asia operates from Singapore

Eye Tracking in Manila, Philippines

Breaking News!

Objective Eye Tracking have just run an eye tracking study in both Manila’s wet market and supermarkets with our Tobii Eye Tracking glasses!

Tobii Eye Tracker Manila

Wet market eye tracking Philippines
Tobii Eye Tracking Manila wet market

Another wet market venue for eye tracking in manila
Buy Eye Tracker Manila for wet market research

A Manila supermarket was the venue for our eye tracking research in The Philippines.
Supermarket eye tracking Manila

The main objective of the study is to understand how the locals react to the point of sale materials (POSMs) during their regular shopping trip.

Conducting the eye tracking study in a wet market is a difficult task! During the study we were faced with challenges such as lack of security in a huge environment, lack of power sources, issues with permits, placements of the markers, and other technological risks while the participant wore the glasses, and wandered around in the market.

Shoppers were more independent in a supermarket than in a wet market, because in a wet market the unspoken rule is to ask the store keeper for the item they want. In that case, there is no interaction between products and the shopper; resulting in minimising the possibility of the shoppers trying new products. With that in mind, POSMs are not as useful in a wet market context as compared to supermarket. 

So how did the similar POSMs fare in both contexts? What news does it bring to the marketing department?

In both contexts, shoppers are very goal orientated.  Due to years of exposure to POSMs, shoppers tend to ignore the POSMs, considering them to be part of the in-store decorations. Consumers are more attracted to words that indicate savings to them (e.g. buy 1 get 1 free, 20% more, etc.) on the packaging of the product.

Of course, this is not all we have to share about this very interesting study! We have a post with interesting observations and findings from PK awaiting to be shared with you all.
To understand more about this study, stay tuned to our blog! We promise to share with you once the results are ready.

Thinking about it, every country is uniquely different in their culture and environment. Imagine what kind of result would we get if we conduct similar eye tracking study in Indonesia or Thailand?

We are travelling around the world with our eye trackers! Next stop, we will be bringing our eye tracker to Jakarta, Indonesia.

For help with your Philippines Eye Tracker Research, please contact jbreeze@objectiveasia.com or look at our Tagalog site.

PK Yeo

Objective Asia – A year in summary

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It’s coming to the end of 2013 and Objective Asia is very happy to share our achievements in this past inaugural year!

James and Kylie started Objective Digital hoping to use their specialities to make the world a better place. As they expanded from Sydney to Asia, they have set up their regional office in Singapore to help companies create better end-to-end customer experiences through understanding user behaviour and the use of eye tracking technology across all touch points.

We are now a team of 6 and have conducted over 200 interview sessions in just 9 months. We have outgrown our initial office space, took over the room next door and will be aiming to move to a bigger office early next year.

Objective Asia has been real busy this year! We sponsored UXSG 2013 and demonstrated our eye tracker in Singapore, UXMalaysiaCustomer Experience Management Asia 2013 and Retail Solution Asia 2013! We have also been evangelising UX and CX while demonstrating the unique insights from eye tracking, through trainings at Hyper Island and URA to speeches in Next Bank Sydney 2013 and various other companies.

To wind up an amazing and fruitful 2013, we are very proud to announce that James Breeze, CEO of Objective Asia & Objective Digital has been selected to join the Q&A panel at the screening of Saatchi & Saatchi New Directors’ Showcase (NDS) happening for the first time in Singapore on 10 December 2013. The panel will be discussing about the ‘Impact of the Internet on filmmaking’!

The panel includes James Breeze(CEO, Objective Asia), Wee Li Lin (Filmmaker, Bobbing Buoy Films), Ays Tan (Executive Producer, Great Guns) and John Lui (Film Reviewer, The Straits Time) by the Worldwide Creative Board.

To find out more about the event, visit their website.

Thank you for your support this year! We look forward to another great year in 2014!

Happy holidays!