广告调查（第二版）英文 指导手册 Davis-Instructors-Manual-ch09 Observation Research Biometrics

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AdvertisingResearch:Instructor’sManual

Copyright©2012PearsonEducation,Inc.publishingasPrenticeHall

AdvertisingResearch:Instructor’sManual

Copyright©2012PearsonEducation,Inc.publishingasPrenticeHall

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9. ObservationResearch:Biometrics

ChapterGoals

Afterreadingthischapterstudentsshouldhaveabetterunderstandingof:

• howeachformofbiometricobservationisused.

• thestrengths,weaknesses,andlimitationsofeachformofbiometricobservation.

• howeachformofbiometricobservationcontributestoadvertisingdecision-making.

NotestotheInstructor

TheChapterLectureprovidesaguidetokeytopicsandcontent.ThePowerPointslidesarenamed:davis_adresearch_ch9.ppt.

Severaloftheslidesprovidelinks(showninred)toresearchcompaniesandvideosillustratingdiscussedtechniques.

Theonlinesupplementalreadingsprovideactualbiometricresearchstudiesandfindings.ThefivecasestudiesprovidedbyTobiiillustratethediverseareasinwhicheyetrackingcancontributetounderstandingconsumerresponseanddecision-making.TheEtrecasesfocusonuseabilityandpresentEtre’sanalysisoffourcommercialwebsites.

Allofthecasesillustrateaveryimportantaspectofeyetrackingresearch(andforthatmatter,researchingeneral).Whileeyetrackinginstrumentscanprovideawealthofquantitativedataregardinghowastimuluswasprocessed,itstilltakesinsightful,creativeresearcherstointerpretthedataanddeterminethedata’simplicationsfordecision-making.

ChapterLecture

Slide9-2 Biometricresearchmeasuresanindividual'svoluntaryandinvoluntaryresponsestostimulisuchasadvertisements,webpagesorpackages.Mostcommonlymeasuredvoluntaryresponseiseyetrackingwhilethemostcommonly

measuredinvoluntaryresponsesarebrainwavesorphysiologicalresponsessuch

asgalvanicskinresponse,heartrateandbloodpressure.

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I.EyeTracking

Recordseyemovementsasonewatchesacommercial,readsanadvertisement,looksataproductpackage,orinteractswithawebpage.Isunobtrusiveandpermitsrespondenttoactinanaturalmanner.Datarecordingiscontinuousandinformationonwhere,howlong,andinwhatordertherespondentlookedisautomaticallyrecorded.

A.KeyMeasures

Advertising-relatedeyetrackingresearchtendstofocusonsixkeymeasures:

• Firstfixationidentifiesvisualelementthatattractsgreatestamountofinitialattention.Thiselementistheinitialfocalpointinstimulus.

• Timetofirstfixationisamountoftimethathaselapsedfromthestartofvisualprocessinguntilaspecificelementinthestimulusisviewed.

• Mostfixationsidentifyvisualelement(s)thatmaintainattention.

Theseareelement(s)thatconsistentlyattractattentionacross

multipleviewers.

• Individualgazetimeistheamountoftimespentlookingatindividualelement(s)inthead.Longergazetimesreflecthigherlevelsofinterestordeeperlevelsofinformation/visualprocessing.

• Totalgazetimeissumofallindividualgazetimesandreflectshowengagedavieweriswithstimulusoverall.Shortertotalgazetimestendtoreflectviewerconfusionordisinterestwhilelongertotalgazetimesareanindicatorofincreasedengagement.

• Movementbetweenelementsindicateshowstimuluswasprocessed.Asystematicorstructuredapproach,whereoneelementleadstheeyetothenextlogicalelement,isalwayspreferableovertherandomviewingofelements.

Allsixmeasuresareimportant.Theyallowanadvertisertobetterunderstandhowstimulusisprocessedandtobetteridentifyelementsofanadthatarenotbeingprocessedorwhichfailtoattractattention.

B.PresentationofFindings

Onceeyetrackingdataiscollected,itcanbepresentedinanumberofways.

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Slide9-5showsasamplead.Mostcommonapproachesare:

• GazePathillustratesindividualsearchpathsthroughthead.Largercirclesindicateagreateramountoftimespentinaparticulararea.Numbersindicatethesequenceoffixations.Notehowlownumberstendtogrouptogetherasdohighnumbers.Thisindicatesthatalthoughthereisvariationacrossindividuals,thevisualpatternacrossindividualswasfairlyconsistent.

• Heatmapsummarizesviewingpatternsoftheentiresamplebyusingcolorsorshadingtorepresenttheamountoftimespentviewingparticularareas.Thebrighterthecolor,thelongertheaverageindividualspentlookingatthatarea.Heatmapsthereforeprovideinsightsintowhatindividualsexposedtothestimulusareandarenotlikelytosee.

• OpacityChartisalternativetoheatmap.Viewershipisrepresentedby“openings”inthestimulus.Themoreclearlyaportionoftheadisseen,thehigherandmoreintensethelevelofviewing.

(Slide9-9providesalinktoeyetrackinginaction.)

C.ApplicationofEyeTrackingtoAdvertisingPlanning

Thiscontributestoimprovedadvertisingplanningbyprovidinginsightsintohowparticularstimuliareprocessed.Theseinsightshelpadvertisersmakemoreinformeddecisionswithregardtomediaselectionandadplacementwithinaspecificmedium.

Example:GoogleGoldenTriangle

EnquirousedeyetrackingdatatodiscoverGoogle’s“GoldenTriangle.”

• GoldenTriangleextendsfromtopofresultsovertothetopoffirstresult,thendowntoapointontheleftsideatthebottomofthe"abovethefold"visibleresults.Thiskeyareawaslookedatby100%oftheparticipants.Itincludestopsponsored,toporganicresultsandGoogle'salternativeresults,includingshopping,newsorlocalsuggestions.

Thereseemstobean"F"shapedscanpattern,wheretheeyetendsto

travelverticallyalongthefarleftsideoftheresultslookingforvisualcues(relevantwords,brands,etc.)andthenscanningtotherightifsomethingcaughttheparticipant'sattention.

Applicationoftheseresultstoadvertisingplanningandcanbeseeninthepercentageofindividualsviewingdifferentads.

“Visibilitydroppedquicklywithorganicrankings,startingatahighof100%forthetoplisting,droppingto85%atthebottomofthe"abovethefold"listings,andthendroppingdramatically

belowthefoldfrom50%atthetopto20%atthebottomofthepage.Onsidesponsoredads,thetoprankedresultsreceivedmuchmoreinthewayofbotheyeactivityandclickthrough.

About50%ofparticipantslookedatthetopad,comparedtoonly

10%wholookedatadsinthe6,7or8thlocationonthepage.Insearcheswheretopsponsoredresultsarereturnedinadditiontorightsponsoredads,thetopadsreceivedmuchhighervisibility,beingseenby80to100%ofparticipants,asopposedto10to

50%ofparticipantswholookedatthesidesponsoredads.”

D.ApplicationofEyeTrackingtoEvaluationAndRevisionofAdvertising

Creative

Eyetrackingiswellsuitedtodeterminingastimulus’strengthsandweaknessesandforprovidingdirectionforresearch-guidedrevision.

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Thisisthetestadvertisement.

ThisistheGazePlot,whichshowstheorderoffixations.Each“bubble”isatleast250milliseconds,andthesizeofthebubblereflectsthelengthofthefixation.

ThisvisualtranslatesthegazedataintoanOpacityChart.Visibleareasinthischartreflecttheareasthatwerelookedatthelongest.Takentogether,theGazePlotandOpacityChartsledtotheadvertisementbeingbrokenintofourdistinctsegments:“FaceandBody,”“Headline,”“Tagline”“ProductImage.”Forthisad,thegoalwastocommunicatethebrandname“MagicFace,”andasaresult,thebrandnamewasalsoconsideredasegmentofthead.

Twokeymeasuresweretimetofirstfixationandaveragegazetime.Timetofirstfixationreflectsthesuccessorfailureofeachadelementtoattractattention.Timetofirstfixationresultsshowthatittakesaverylongtimeforindividualstoobtainproduct-relatedinformationviathebrandnameandproductimage.

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Additionally,verylittletimeisspentoneithertheproductimageorbrandname.

Resultsledtothefollowingrecommendations:(1)movethead’smainmessageclosertowherepeoplearenaturallylooking,(2)enlargebrandname,(3)movecopytotheothersideofthead,closertothemodel’sfaceandinanareaatwhichthemodelislooking.

OpacityPlotfortherevisedadindicatesthattherevisiondidnotdegradethevisualprocessingofthead.

Datarelatedtotimetofirstfixationandaveragegazetimeindicatethattherevisionssignificantlystrengthenedthead.Notehowtimetofirstfixationhasdecreasedforboththe“MagicFace”brandnameandthetagline.

Onceindividualsfocusedontheseareas,theytendedtostaylonger.Notehowaveragegazetimehasincreasedforthebrandnamewithoutsacrificingtimespentontheproductimage.

E.CombiningEyeTrackingWithRetrospectiveInterviews

ActionReviewInterviewisacombinationofeyetrackingwithpost-trackinginterviews.Stimulusispresentedandeyetrackingdataiscollected.Next,the

eyetrackingdataisplayedbacktorespondent.Respondentisaskedtoprovidea

narrativeoftheirthoughtsandfeelingsastheeyetrackingdataisviewed.

ActionReviewInterviewisanexcellentexampleofhowthecombinationofdifferentresearchtechniquesisabletoprovideinsightsbeyondthoseprovidedbyeachtechniqueindividually.

F.CombiningEyeTrackingWithFacialCodingandVerbalResponse

Anotherresearchapproachcombinesthreedatacollectiontechniques:eye-tracking,facialcoding,andverbalresponse.

• FacialCodingrecordsthedegreeofemotionalresponsegeneratedbythestimulus,basedontheSevenCoreEmotions:surprise,fear,anger,sadness,disgust,contempt,orhappiness.)

SensoryLogic(linkedonSlide9-21)providesarationaleforwhyallthreetypesofinformationareimportant.

II.Neuromarketing

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Neuromarketingisthelabelgiventotheuseofbrainobservationformarketingpurposes.Insimplestform,brainwaveobservationexaminesthechangesinbrainactivityinthepresenceofadvertising,brandsorotherstimuliandcommunications.

• Usesstate-of-the-arttechnologiessuchasfunctionalmagneticresonanceimaging(fMRI),magneto-encephalography,andelectroencephalograms(EEGs)toobservewhichareasofthebrain"lightup"whentestsubjectsvieworhearadvertisingorothercommunications.

Rationale:Consumerbuyingdecisionsaremadeinsplitsecondsinthesubconscious,emotionalpartofthebrain,andbyunderstandingwhatwelike,don’tlike,want,fear,areboredby,etc.asindicatedbyourbrain’sreactionstobrandstimuli,marketerscandesignproductsandcommunicationstobettermeet‘unmet’marketneeds,connectanddrive‘thebuy’.

Thetwoprincipaltechniquesformeasuringbrainwavepatternsandactivationarefunctionalmagneticresonancetomography(fMRI)andelectroencephalography(EEG).

• fMRIusesmagneticresonancescannerstoproducesetsofcross-sectionsofthebraincalledtomograms.fMRIsidentifythespecificareasofthebrainthatareactivatedataspecificpointintime.AsopposedtoanEEG,whichdirectlymeasureselectricalactivity,fMRIobservesandmeasureschangesinbloodflowandoxygenationinthebrainandthenrelatesthelevelsmeasuredtobrainactivity.

• EEGmeasuresandrecordsthebrain’selectricalactivity.Itprovidesinsightsintohowmuchofthebrainisengagedatapointintimebut,unlikeanfMRI,itcannotpinpointthespecificareasbeingactivated.Thisrequiresthatspecialsensors(electrodes)beattachedtoanindividual’shead,wherethesesensorsareinturnattachedtoacomputer,whichreadschangesinbrainactivity.TheEEGthenreportswhichareasofthebrainareactivatedandthestrengthofactivity.

ThereiswidespreadconsensusthatboththefMRIandEEGprovidehighlyreliablemeasuresofbrainactivity.Therearetwodistinctperspectives,however,onwhichtypeofmeasurementisofgreatervalue.

A.fMRI:ActivationofSpecificBrainAreas

Someareattemptingtolinkchangesinactivityinspecificbrainareasto

unobservablepsychologicaloutcomessuchasemotionalrewards,disgust,brandloyalty,andpersuasion.Alargebodyofresearchhasidentifiedthespecificbrainareasassociatedwiththesephenomena.Asaresult,whenadvertisingexposureactivatestheseorotherknownfunctionalareas,neuromarketersassumetheassociatedpsychologicaloutcomehasoccurred.

Examples:

• Anincreasedactivationinthebrain’srewardareaswouldbeseenasapositiveoutcomeofadvertisingexposure.

• Theareaofthebrainresponsiblefortheassessmentanddevelopmentof“trust”hasbeenidentified.Neuromarketersarenowtestingadvertisingtoseewhetherornotthisspecificareaofthebrainisactivatedbyanad,assumingthatincreasedactivationisanindicationofincreasedtrustintheadvertisingandbrand.

CommercialcompaniessuchasMindSignareusingfMRItestinginamoreappliedsetting.

“Wemakeavideograph,soyoucanwatchyouradandseethebrainreactionmappedoveritinreal-time—youcanseewhataboutyouradcausesbrainactivationordeactivationmomentbymoment.Next,weetakebrainreactionstoseveraldifferentversionsofaTVorradioadvertisement,keepthepartsthatcauseactivation,removepartsthatcausedeactivationandwerebelowthedatabaseaverage,andedittogetherwhat’sleftintoacoherentwhole.Wethenrescanthenewspotonthesubjectandshowthatthere-editedversionhasgreaterbrainactivationthentheoriginal.”

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Slide9-25showstwoMindSignfMRIcommercialtests.

B.OverallBrainActivation(EEG)PlusPhysiologicalMeasures

Thegoalistodeterminetheextentofoverallbrainengagement,operationalizedasthedegreetowhichanindividualcommitsmentalfunctiontotheprocessingofanadvertisingcommunication.Greatercommitment(asreflectedingreateroverallbrainactivitywhichinturnisreflectedintheEEGreadings)isbelievedtoleadtogreateradvertisingsuccess.

NeuromarketerswhotakethisapproachoftencombineEEGdatawithphysiologicalmeasuressuchasgalvanicskinresponseandheartratetocomputeanoverallmeasureofanindividual’sreactionsandlevelofengagement.

TworepresentativecompaniesthattakethisapproachareSandsResearchand

OnetoOneInteractive.

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1.SandsResearch

SandsResearchusesproprietaryalgorithmstocombineoverallneuralactivitywithotherphysiologicalmeasurestocomputeastimulus’NeuralEngagementFactor(NEF).Companyarguesthatthismeasureofengagementbetterreflectsadvertisingresponseandisthereforeabetterpredictorofadvertisingsuccessversusmoretraditionalmeasures,suchasfocusgroupsorquantitativesurveys.

2.OnetoOneInsights

OnetoOneInsightsalsocombinesphysiologicalmeasureswithEEGdatatocalculateasummarymeasureanindividual’sengagementwithavisualstimulus.Thismeasureissupplementedwitheyetrackinginformationandapost-

exposureinterviewtoprovideanadditionalperspectiveforinterpretationandinsights.OnetoOneInsightscallsthisapproachQuantemo.

“Quantemo™allowsforthesimultaneouscaptureofmultiplebiophysicalresponses(breathrate,galvanicskinresponse,heartrate)inadditiontoeyetrackinginformation.Afterrecordingthebiophysicalmeasures,Quantemo™combinesallofthemeasuresintoasingle,representativemeasureofphysiological

engagement.TheQuantemo™PhysiologicalIndexorQPIservesasasinglepointofreferenceoftheoveralllevelofphysicalengagement(ordisengagement)exhibitedbyaresearchparticipant.PositiveQPIscoresrepresentstrongerphysiologicalengagementwhilenegativeQPIscoresrepresentweakerphysiologicalengagement.”

QEIisonecomponentofanoverallassessmentofengagement.

RecentOnetoOneInsightsresearchillustratesthepoweroftheQEItodiscriminateresponsestoadvertising.Thecompanyexaminedvideogameplayer’sresponsestoadvertisingplacedinvideogames.

HigherlevelsofQEIwereassociatedwithhighlevelsofbrandrecall/recognition,asshowninSlide9-27.

C.ConcernsRegardingNeuromarketing

Clearthatneuromarketingiscurrentlyinformingadvertisingdecision-makingandhaspotentialtoprovideevengreaterinsightsin