knowledge

Last month, EyeSee was featured in Envoyé Spécial – one of the most-watched television programs in France. The show discussed behavioral research methods and their huge impact on advertising evaluation.

Online advertising is thriving – in 2017, digital spending first took over TV ads, and since then the gap between them has only widened. Social media has a lot of potential for advertisers as their ads are shown in between emotionally engaging content and the targeting is much more precise. Nonetheless, a lot of companies do not reap all the benefits digital advertising has to offer because they fail to optimize their ads and creatives for social media.

“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.