MLU_2022_Marketing

Adsata
Real-time webcam eyetracking

Webcam eyetracking in marketing research

1. Learning Goals

1. Read to get familiar with eyetracking and how it is used in marketing [PRE-LECTURE]

2. Overview basics of visual interaction with a screen

3. What is webcam eyetracking?

4. Intro to Adsata & Demo study

5. Discussion: implications for digital marketing

2.Overview - Basics

“If we know where a pilot is looking, we do not necessarily know what he(or she) is thinking, but we know something of what he(or she)is thinking about.” 
    -Fitts et. al. 1950

the process of capturing the gaze location within a display,

Eye tracking

extensively used in usability studies, psychology, human-computer interaction, and marketing.

Visual interaction w/ the screen

Figure 2: Gaze points are spatially and temporally aggregated into fixations (20-50 pxls). Fixations are connected by saccades and have a certain duration represented by the radius. A temporal order of fixations is a gaze, however, only if the fixations are within an AOI. An AOI is a region of specific interest on the stimulus. A saccade from one AOI to the next is called a transition. A complete sequence of fixations and saccades is called a scanpath.
(Blascheck, T. et al., 2014)

3.What is webcam based eyetracking?

The Problem w/ Eyetracking Hardware

1. The setup and operation of modern eye trackers is time-consuming

2. A specialist is needed to calibrate them and be present throughout the experiment

3. This leads to highly-controlled user studies with artificial tasks and only a small number of participants

4. Their steep price, which rises to tens of thousands of dollars/euros, restricts their use to labs that can afford them

The Solution...

Democratize eye tracking by using common webcams already present in laptops and desktops.

1. These contributions make eye tracking accessible to everyday users, researchers, and developers.

2. Traditional eye tracking studies that are confined to labs can now be performed remotely and at scale.

3. Subjects can participate in studies in their everyday environments which can yield a more naturalistic behaviour and lead to more powerful insights.

4. Make eye tracking affordable.

Learning from past...

Learning from past...

4.Intro to Adsata & Test Study

Intro to Adsata

Adsata is a real-time webcam-based eyetracking platform for understanding users' visual interaction with digital images and websites.

The project is being developed by a team of software developers, product designers, data analysts, and marketing professionals.

Process Automation

🖥

🧑🏾‍💻

📉

2. Creating Eyetracking studies

🕵🏻‍♂️

3. Inviting participants and collect data

4. Visualisations and metrics

👩🏻‍🔬

1. Formulate a hypothesis

5. Understand  the results

Unautomated

(need people to know how to frame hypothesis and understand eyetracking data)

Automated

(Adsata does this for you)

How do we collect data?

//BROWSER -- demo.adsata.com 
  
  
  
  
  
  
  
  
  
  
  
  
  
  
  
  
  
  
  
                            {
                                    "timestamp": 91778.10499997577,
                                    "x": 447.13958123568386,
                                    "y": 295.2291818763661,
                                    "label": ""
                                  },

JSON sent to DB

Adsata's Workflow

Analysis Highlights

Hexbins:

 Allows you to look at your data at different scales.

Hexbins have edges, showing clearer boundaries in comparison to heatmaps.

Analysis Highlights

Heatmaps

 Allows you to look at the distribution of your data.

Path Plots

See what path your users take and how long they spend on each part of the path.

Analysis Highlights

Fixation-Saccade Histograms

Determine overall the attention of your participants.

Analysis Highlights

A note on accuracy

Our webcam eyetracking predictions fall within 110px to 150 px with 95% confidence, with the average mean value  of 128 px.

Implications for Neuromarketing

Cognitive Psychology

Neuorology

Marketing

- Makes eyetracking more accessible for neuroscientific marketing.

- Aids agile testing.

- Ethical dilemma: how far should the subconscious be triggered, that's always the question.

Let's do a study

You will see a stim (sreenshot)with several products for 60 seconds. There is no specific task to complete.

Study Instructions

https://adsatasessionrecording.herokuapp.com/615eb554e1da5119afb0f13e/615eb832e1da5119afb0f147

1️⃣

2️⃣

3️⃣

Disable webcam in BBB & go to the study link

Calibrate the software

Look at the image

✅

4️⃣

Answer simple survey

Look at the circle and click 5 times, repeating this a few times. Finally focus on the big circle until it's gone!

Clicks don't work, just look at the products  on the webpage

Answer the questions on the google form, and that's that: you are done!

Thats it, come back here and let's look at the results 🙂

Next stop

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Studies with Websites + Images.
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Mouse movement and click data.
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Cleaner UI.
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Metrics panel.
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Persistent snapshots.
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5.Discussion: Implications for digital marketing

Implications for digital marketing

What does all this implicate for digital marketing?

What specific use use cases can you think of?

How would you try to market our product?

Share your thoughts and ideas in English or German!

Our (online) marketing funnel

Text

Our Team