Para-sight!Using eye-movements to understand the

effect of parasitic brands on shopper attentionDr Tim HolmesTechnical Director - Acuity Intelligence Ltd.

The explicit story being told to shoppers

The implicit story being told to shoppers

Shopper journey

Search Decide Buy

Presentation title 5

Presentation title 6

Seeing double?

Brands Parasites

The study

Brand only Parasite only

Brand & Parasite

Null XX

The study

9

Normal Blurred

Desaturated Blurred & Desaturated

3 secs

upto 10 secs

5 secs

The study

Brand Name

64 trials4 blocks of 16Survey after

Research from every angleParticipant 19/ Block 4

Participants

• Participants screened to be primary household shopper, free from uncorrected visual disorder

• Participants paid before commencement

• NP=28 (M=15/F=13)• NT=1792 trials

• MRS & BPS ethical guidelines

3 3

5

3

1

2

52

2

2

0

2

4

6

8

10

20-25 26-35 36-45 46-55 56+

Males Females

Results

Search

Distribution of attention (dwell time)

Brand only Parasiteonly

Brand & Parasite

Null

X

Time to locate brand and parasite (secs)

Brand & Parasite

Brand only Parasite only

Results

Search Decide

0 50%

12

29

0 50%

9

0 50%

15

8

0 50%

4

31

Brand only

I can’t believe it’s not…The effect of parasites on brand detection (error rate)

Brand & Parasite

Parasite only

Null

X

Attention at decision time

Brand only Parasite only

Brand & Parasite

Null

XOther brandParasiteBrand

80% 59%

33%

77%

97% 94%

4%

66%

Results

Search Decide Buy

Invisible enemy

UnseenParasiteBrand

90%

13%

Participants recall of the products we’d just shown them

17%

What comes next?

Confirm results in store with mobile eye-

tracking

Test with more products and

categories

Develop defence tactics and tools

What this study shows

Search Decide Buy

Parasitic brands interfere with

finding the brand

Reduced visual acuity enhances this

effect

Parasitic brands result in incorrect decisions at POS

Reduced visual acuity enhances this

effect

Parasitic brands affect your bottom

line

Defence can be developed and will

work

Thank You@DrTimHolmes / tim@acuity-intelligence.com

http://www.acuity-intelligence.com/blog