knowledge

“Half the money I spend on advertising is wasted; the trouble is – I don’t know which half.”, said John Wanamaker, prominent merchant and pioneer marketer.

The Neuromarketing World Forum 2019 took place in Rome last week, bringing together academics, clients and research vendors to the eternal city. Head of EyeSee’s Paris office Jean-Francois Sonder attended this unique event. With many interesting speakers and insights coming from the likes of Uber, Henkel, Formula 1 and other high-profile research companies and institutions, the Forum brought together key players from a niche that is bridging the gap between the academia and business – to the benefit of consumer science. Here is the breakdown of the biggest impressions and key insights that were shared on the stage.

In the world of digital advertising, there are dozens of tools that help marketers measure impact. However, not all measurements are equally useful. How do you reexamine advertising testing for the digital age and its distracted, advertising-avoidant consumers?

EyeSee is the finalist in two categories of the Quirk’s awards: the MR Supplier category, and together with our client Microsoft, the Global MR Project category. It is a privilege to be recognized for our efforts and insights along with the best of the market research industry. We are proud to be nominated in categories that highlight innovative approaches, outstanding contributions to the success of brands and dedication to clients.

We recently ran a comprehensive Facebook advertising study among six different industries: Food, Beverage, Cosmetics, Banking&Telco, Travel services, and Technology. You can find the evergreen advice based on over 2000 respondents in our podcast, and the most actionable tips here – but what are the differences and specifics of each industry we tested, and how should advertisers use this information to their benefit?

EyeSee started off by pioneering a proprietary webcam-based eye tracking and facial coding platform. Over the last 7 years, we have developed new methods, expanded our impressive client list to different industries, and refined how we test in order to provide fast, cost-effective, and globally scalable consumer research.

E-commerce is growing at an unprecedented rate all over the world and giving rise to new opportunities for brands to be competitive. Market research in the online domain is still in its early stages, with brands often opting for a much wider variety of research questions and a lack of focus in comparison to brick-and-mortar studies. Although all research questions are legitimate, clients tend to fall into the trap of wanting to test everything; from strategic to tactical, online path to purchase to specific content, and other. The result of which is too broad, only scratching the surface on many KPIs, with very little actual impact.

Deloitte revealed its annual ranking of the 50 fastest-growing technology companies headquartered in Belgium. EyeSee took spot number 19 on the list, staying in the top 20 for the third consecutive year.

The cornerstones of Lean – validated learning, the Build-Measure-Learn principle, and MVPs are necessary and useful new additions to the CPG market research vocabulary.

After entering the finals in three categories, EyeSee and Microsoft won the Global MR project award for work on Digital Shopper Experience study. Special congratulations to Microsoft’s Senior Manager of Customer and Market Research, Pinal Mehta, who took the lead on the impactful worldwide research project.