26. Beyond traditional eye-tracking output: Parameters REALITY DRIVEN RESEARCH Share of attention Share of attraction Search Time Brand block Value Gaze behaviour Visual equity
32. ALPRO CASE Drastically modernizing the Alpro Flagship Plain soy Milk Test design REALITY DRIVEN RESEARCH confidential CURRENT DESIGN UK TEST DESIGN UK
33.
34.
35. ALPRO CASE Drastically modernizing the Alpro Flagship Plain soy Milk Test design REALITY DRIVEN RESEARCH LAUNCHED DESIGN UK CURRENT DESIGN UK
45. 41 % 26 % Attraction power: focus within the first 3 sec
46. Maximize Shelf Space = 1.03 Share of fixations / Share of shelf space in the 7 sec. free gaze % attention % shelf space 19% 18% 32 facings
47. Have a contrasting pack = 2.04 9 facings Reus comes in large sizes, uses explicit colours and a large brand name on the pack. % attention % shelf space 15% 8%
60. Towards a Cash Free Day What do Consumers Have to Say Anna Zanghi, VP Debit Product Innovation MasterCard Europe Annick Deseure, Client Service Manager Finance sector TNS Belgium 16 December 2010
61.
62. We delved deeper into our cardholder’s behavior in order to understand how to better meet their needs March 28, 2011 Page Could I live without cash? What do I & my family spend on everyday, week, month or year ? Where do I want to use my card where its not accepted or welcomed ? What stresses & frustrates me when I want to pay? What are my & my family’s everyday payment needs & are they currently being met? What would make me use my card more? How much cash do I like to keep in my purse?
63. Could I live a week without cash? March 28, 2011 Page
64.
65.
66.
67. Blog was a success! Towards a CashFree day Total participant posts 552 Total moderator posts 118 Average length of post (words) 73 Average number of posts per participant 29 Average number of daily posts 80 Number of participants 19
68.
69. Participants keen to take on challenge – expectations varied from thinking “would be easy” to others who thought they were in for a “very tough week”..... “ It's going to be fun, but not really easy: Expecting it to be difficult, since do use cash frequently Expecting it to be easy, since do not use cash often “ I think it will be difficult for me, I'm so used to carrying cash. Some stores don't accept anything other than cash…. So, let's try this!” “ I expect this to be fairly easy, as I don’t use cash a lot” “ W e will encounter problems this week. You cannot visit this or that shop this week, ….but can we handle this? Yes! “ “ I really, really, really haven't suffered from using non cash methods. It's been mostly debit card and it is truly a very comfortable tool.” Been a strange - cash free week is quite difficult when it comes down to paying for inexpensive items… parking or ice cream!! ” March 28, 2011 Page Easier than expected Was not that easy “ I realised I can live an entirely normal life without cash...& that was a positive feeling”. “ I've really come to realise that cash means less to me” BEFORE AFTER
70. They all survived living a week without cash, however it was not easy ….
71.
72. The experiment revealed internal and external barriers to card usage Cash gives power Inventive solutions to survive Everyday situations suddenly difficult Shop keeper reactions
73. Cash gives power Inventive solutions to survive Everyday situations suddenly difficult Shop keeper reactions “ BUT the look on the shopkeepers face to me was priceless, I laughed inside, felt a bit embarrassed outside, because it makes me look like I can't afford it when I know that is not the case. (UK)” “ I think that, surely at the beginning, we have felt poorer, because cash is real, we can count it in our hands, so we have, at least I hope, a perception of what we are paying for, because we see really our money touching it from our pocket, wallet or bag. (NL)” “ It's kind of psychological belief: it makes you feel you have power in your hands. I am still the one that really likes cash! I feel good when I have a stuffed wallet. (PL)” Feeling poor without cash…
74. Cash gives power Inventive solutions to survive Everyday situations suddenly difficult Shop keeper reactions “ I couldn't buy the newspaper and I wasn't possible to buy coffee in the canteen. (S)” “ I wasn't able to buy lunch at school.... (NL)” “ I offered coffee at the bar with my colleagues who were very surprised because I was paying with debit card.. they told me I'm crazy: (IT)” “ My only negative experience was when I saw my friends angry face when I told him I couldn't repay my debt right at the moment. (S)” Everyday situations were suddenly difficult and received with a lot of disbelief…
75. Shopkeeper’s reaction sometimes leading to surcharges much higher than the cost of the transaction “ Hmmm, I wanted to only buy a £0.89p pack of Fox's Biscuits and when I pulled out my debit card the guy pulled out the debit card payment machine & looked at me funny then proceeded to say there will be a charge of £1.59p for card payment and gave me an eye like "think about it kid, is it really worth it, you must have some change on you son" (YES his eyes said all that LOL) and I still went on to pay for it, felt like I had just cheated myself. (UK)” Cash gives power Inventive solutions to survive Everyday situations suddenly difficult Shop keeper reactions “ went to bakery & asked shop assistant if they accept cards and, as expected, she was surprised AND irritated, said "No, of course not". It was like breaking a social rule .!(GER)
76. Participants were very inventive and found temporary solutions to survive Cash gives power Inventive solutions to survive Everyday situations suddenly difficult Shop keeper reactions instead of ‘going Dutch’ and splitting the bill, pay the whole bill by card and collect cash from friends, or take tours in paying for drinks so the amount is bigger and can be paid by card buy some additional products in order to reach the minimum amount necessary to pay by card “ Portable card readers for market stalls, small coffee stands, …personal portable card reader to pay babysitter or repay debts with friends (NL)” “ Could make deal with coffee shop & pay monthly coffee subscription ” (IT)
77. It was also felt that the move to a more technical society, implies a risk of less personal interaction with the merchant “ A life without cash means: No more talking with the merchant and customer just working with machines and electronic methods, It means more work, hard times, everything moving to fast and no more taking it easy after all that goes on. (PL)” “ I have also experienced that I can live without cash in the Netherlands if I really want to. It opened my eyes up to the fact how developed we already are in the technical world ! (NL)”
78.
79. When the card payment was accepted, it was experienced as fast and easy: 2 core payment needs Input from collage “ The speed: cards’ payment” “ Simplicity”
80. Some even experienced the week as a liberation Cards - “The freedom: to do what we want” Input from collage (IT)
81. In the end, they felt it is possible to imagine a future without cash…but most think this will never happen fully “ Absolutely! Plastic fantastic is what they say right :) No but seriously, cash will mean less and less. If a debit card will be accepted in every store, the future could absolutely be without cash. (NL)” “ I think that cash will disappear sometime in the future, when the technology is good enough over the world. People are going to use other payment methods such as debit card, and I think that we're going over to other payment methods, more and more every day that goes. (S)” “ I believe in a future time we'll always use less cash, but material money will not be 100% erased from our lives. Due to the big (and always bigger) gap between developed countries and poor countries. We're ready, but we're not alone! (IT)” “ I think in many fields the cashless payment will be more and more become the routine and normality, but cash will never be completely replaced by that (G)”
82. In the end, this is how they evaluated their past week…
83.
84. What did we learn… March 28, 2011 Page Blog gave deeper understanding of the quantitative research Blog & cash free week experiment combined was great way to get participants to break out of habitual behaviour The cash free day is about changing attitudes and habits, technology is already there Blog participants were honoured to participate & took experiment very seriously… Merchants contribute significantly to creation & reinforcement of consumer perceptions, habits & barriers to usage Blog gave a very clear list of all the daily situations where cash is still very prominent They put genuine effort into staying cash free & were very creative Cross country comparisons made blog much more powerful & novel Blog raised considerable interest & excitement within MC & among bankers
Een korte film die een aantal visuele stimuli laat zien bekeken door één respondent HIER KOMT FILM 1
This is the setup: we use big screen - projection from behing and eyetracking device in front
HIER KOMT FILM 2
HIER KOMT FILM 3
Consumers have complex financial lives… Consumers have complex financial lives and now more so than ever as the current economic climate has added even greater pressure. They increasingly need – and desire - greater control and security from their financial products.
About 4 full sentences in word
Consumers have complex financial lives… Consumers have complex financial lives and now more so than ever as the current economic climate has added even greater pressure. They increasingly need – and desire - greater control and security from their financial products.
