Beschrijving van het business model van Eyesee om eyetracking sneller en toegankelijker te maken, gepresenteer op het DM Update seminar van het DM Institute

1. Increase return on marketing with affordable eye tracking

2. Which ad would you publish?

3. Which ad would you publish?

4. Choose NOW!

5. 2 times more people
looked at the brand name in the left advert
Less attention More attention

6. …which job ad would you publish?
A B

7. People are 4 times more
Likely to look at the call for action in A
A B
3 seconds

8. Measure efficiency:
Difference of 29%= 120 000 persons
86%
of the readers looked at the ad
57%
of the readers looked at the ad

9. Test and Improve

10. Problem:
(almost) nobody looked at “1+1 gratis”

11. What’s the problem?

12. Eyetrackshop.com

13. Eyetrackshop.com

14. Eyetrackshop.com

15. Why not test your DM??? Well…

16. Why not test your DM??? Well…
Well…
… You can hire a test facility for 10000-30000 euros
… and wait 4-5 weeks for your results
But…
… Nobody wants to pay so much
… Nobody can wait so long

17. Why is it so expensive and time consuming?
You need hardware and software…
>25K
Special glasses or camera Software

18. Why is it so expensive and time consuming?
You need hardware and software…
>25K
Special glasses or camera Software
…and organize focus groups (+30 persons)
Plan and call Transport to facility Instruct and follow Test and analyze Reward

19. But what if…

21. Olivier Tilleuil, van Eyesee vertelt waarom hij de
academische wereld verliet om zijn eigen bedrijf op te
starten in eyetracking onderzoek. Hij ontwikkelde een
eigen bijzondere aanpak waardoor eyetracking sneller
kan worden ingezet.

22. Agenda
1) From researcher to EyeSee, and beyond

23. Agenda
1) From researcher to EyeSee, and beyond
A. Trend: Shift from ‘questioning’ to observation

24. Agenda
1) From researcher to EyeSee, and beyond
A. Trend: Shift from ‘questioning’ to observation
B. E’preneurs: How to start your company

25. Agenda
1) From researcher to EyeSee, and beyond
A. Trend: Shift from ‘questioning’ to observation
B. E’preneurs: How to start your company
C. EyeSee, making eye tracking available for everyone

26. Agenda
1) From researcher to EyeSee, and beyond
A. Trend: Shift from ‘questioning’ to observation
B. E’preneurs: How to start your company
C. EyeSee, making eye tracking available for everyone
2) When to use eye tracking?

27. From researcher to EyeSee, and beyond

28. From researcher to EyeSee, and beyond
Engineering

29. From researcher to EyeSee, and beyond
Engineering Psychology

30. From researcher to EyeSee, and beyond
Engineering Psychology
Business Engineering

31. From researcher to EyeSee, and beyond
Business engineering

32. From researcher to EyeSee, and beyond
Research
Questionnaires
How important is price for you?
Not at all Very important

33. From researcher to EyeSee, and beyond
Research
Questionnaires
How important is price for you?
Not at all Very important
Focus groups

34. From researcher to EyeSee, and beyond
Research

35. From researcher to EyeSee, and beyond
Something else…

36. Eyetrackshop.com

37. Why not test your Ads??? Well…
Well…
… You can hire a test facility for 10000-30000 euros
… and wait 4-5 weeks for your results
But…
… Nobody wants to pay so much
… Nobody can wait so long

38. Why is it so expensive and time consuming?
You need hardware and software…
>25K
Special glasses or camera Software
…and organize focus groups (+30 persons)
Plan and call Transport to facility Instruct and follow Test and analyze Reward

39. But what if…

40. … You could upload Ads on a platform…

41. We bundle your ads in one batch with other ads
…

42. …send the batch to the testers (at home)…

43. …track their eyes with their webcam…

44. …and you receive the results within a few days

45. You receive an email when the test has been completed…

46. EyeSee Search Sign In
Home Why? Take a Tour Plans & Prices About Us
…go to our website… Join us as Tester
Which advertisement would you publish?
Get started today!
Free trial
Basic Plan
Premium Plan
Print ads Posters Online ads Website Videos
Fast, easy, and affordable webcam eye-tracking platform to improve your marketing campaigns
Create a test in a Distribute your Analyze your test and
few seconds test online improve your campaign

47. EyeSee Search Sign In
Home Why? Take a Tour Plans & Prices About Us
…log in…
Login Don’t have an account yet? Sign Up >>
Users Testers
I want to upload an ad, poster, url, ect. I want to become a tester: look at ads, posters,
and analyze the results urls, etc. and if hires by ‘EyeSee’ get paid.
Username: Olivier Sign In with Your Favorite Account
Password: ••••••• Now you can use your Facebook or Google account to
sign in to EyeSee.
√ Remember me!
Forgot Password or Username? Sign In with Facebook
Sign In Sign In with Google
Use Cases: Designers • Marketing & Brand Managers • Market Researchers
Help: Tutorials • Answers & FAQs • Contact Support
About Us: Management Team • Partners • Newsroom • Contact us • We’re hiring
Policies: Terms of Use • Privacy Policy • Anti-Spam Policy • Security Statement • Email-opt-out

48. EyeSee “Username” • Sign Out • Help
My tests My Reports Create a test My account Address Book
…select a completed test…
You have a BASIC account. To remove the limits of a BASIC account and get unlimited tests, upgrade now!
Welcome “Username”
Current Folder: -- View All Tests -- Title search:
Actions Type Title C reated Modified Design Collect. Analyze
W Ergosleep 12/9/11 12/9/11 15 14/9/11
P Philips: poster light bulb CT200 first iteration 12/9/11 12/9/11 40 14/9/11
P Philips: poster light bulb CT200 second iteration 12/9/11 12/9/11 40 14/9/11
P Philips: Flyer light bulb CT200 third iteration 12/9/11 12/9/11 40 14/9/11
P Unilever: Lipton tea: new green flavor poduct design 14/9/11 14/9/11 40 18/9/11
R H&M: Report Bikini 2011 poster 14/9/11 14/9/11 20 N/A
Follow Us: Facebook • Twitter • Linkedin • Our Blog
Help: Tutorials • Answers & FAQs • Contact Support
About Us: Team • Partners • Newsroom • Contact
Policies: Terms of Use • Privacy Policy • Anti-Spam Policy • Security Statement • Email Opt-Out

49. EyeSee “Username” • Sign Out • Help
My tests My reports Create a test My account Address Book
…start analyzing…
Manage Test Heat Map Gaze Plot Cluster Bee Swarm AoI Statistics Compare Replay Ind.
Test list • Recordings Add to report
Heat Map
Variable: Count Time span: 5 Sec More
Less attention More attention

50. EyeSee “Username” • Sign Out • Help
My tests My reports Create a test My account Address Book
…comparing…
Manage Test Heat Map Gaze Plot Cluster Bee Swarm AoI Statistics Compare Replay Ind.
Test list • Recordings Add to report
Heat Map
Variable: Count Time span: 5 Sec More

51. EyeSee “Username” • Sign Out • Help
My tests My reports Create a test My account Address Book
…understanding why it will (not) work…
Manage Test Heat Map Gaze Plot Cluster Bee Swarm AoI Statistics Compare Replay Ind.
Test list • Recordings Add to report
Gaze Plot
Variable: Count Time span: 5 Sec More
1 2 1 2
3
3 4
5
4

52. EyeSee “Username” • Sign Out • Help
My tests … and quantifying account Address Book
My reports
Create a test My to
maximize marketing impact
Manage Test Heat Map Gaze Plot Cluster Bee Swarm AoI Statistics Compare Replay Ind.
Test list • Recordings Add to report
Cluster
Variable: Count Time span: 5 Sec More
A % Seen Av. Time Time 2 see
B A 95% 1,2s 0,1s
B 93% 1,4s 0,6s
C 60% 1,8s 2,1s
D 55% 0,8s 3,1s
C
D

53. Why webcam eye tracking?

54. Why webcam eye tracking?
WHY webcam eye tracking?
• Affordable: 3 times cheaper
• Fast: 3 times faster
• Scalable 100 or 200 testers?
• Targetted: reach target group
• International at the same time

55. Why webcam eye tracking?
WHY webcam eye tracking? WHY NOT webcam eye tracking?
• Affordable: 3 times cheaper • Accuracy: 1 vs. 2 cm
• Fast: 3 times faster • 12 fps
• Scalable 100 or 200 testers?
• Targetted: reach target group
• International at the same time

56. Why webcam eye tracking?
WHY webcam eye tracking? WHY NOT webcam eye tracking?
• Affordable: 3 times cheaper • Accuracy: 1 vs. 2 cm
• Fast: 3 times faster • 12 fps
• Scalable 100 or 200 testers?
• Targetted: reach target group
• International at the same time
 Added value/Price: (should be a) no brainer
• Half of marketing budget is still wasted…
• You spend ($$$$$$$$$$)^2 why not test your campaign for $

57. …and we are proud to serve

58. Roadmap

59. Roadmap
Mock up
Market research
Team
1/12

60. Roadmap
Mock up
Market research
Team
Minimal workable
version on 1 PC
Analytics
22 testers
1/12

61. Roadmap
Mock up
Market research
Team
Minimal workable
version on 1 PC
Analytics
25 ×
22 testers
1/12
12/11 3/12 9/12
6/12 9/12 12/12 3/13 6/13
Belgium Nord West South

62. Roadmap
Mock up
Market research
Team
10 ×
Minimal workable
version on 1 PC
10 ÷
Analytics
25 ×
22 testers
1/12
12/11 3/12 9/12
6/12 9/12 12/12 3/13 6/13
Belgium Nord West South

63. Roadmap
Mock up
Clients
Market research
Team
10 ×
Minimal workable
version on 1 PC
10 ÷
Analytics
25×
22 testers
1/12
12/11 3/12 9/12
6/12 9/12 12/12 3/13 6/13
Belgium Nord West South

64. …and we are proud to serve

65. Roadmap
Next steps
Mock up
Clients
Market research
Team New Team
10 ×
Minimal workable
version on 1 PC
10 ÷
Analytics
25 ×
22 testers
1/12
12/11 3/12 9/12
6/12 9/12 12/12 3/13 6/13
Belgium Nord West South

66. Roadmap
Next steps
Mock up
Clients
Market research
Team New Team
10 ×
Minimal workable
version on 1 PC
10 ÷
Analytics
25 ×
22 testers
1/12
12/11 3/12 9/12
6/12 9/12 12/12 3/13 6/13
Belgium Nord West South

67. The entrepreneurs
Mock up
Market research
Team
Minimal workable
version on 1 PC
Analytics
22 testers

68. The entrepreneurs
First create a sales pitch
Mock up
Market research
Team
Minimal workable
version on 1 PC
Analytics
22 testers

69. The entrepreneurs
First create a sales pitch
Mock up
Sell it before you develop
Market research
Team
Minimal workable
version on 1 PC
Analytics
22 testers

70. The entrepreneurs
First create a sales pitch
Mock up
Sell it before you develop
Market research
Don’t do it alone
Team Be aware that the first team is not the final team
Minimal workable
version on 1 PC
Analytics
22 testers

71. The entrepreneurs
First create a sales pitch
Mock up
Sell it before you develop
Market research
Don’t do it alone
Team Be aware that the first team is not the final team
Your first customer is only interested in 0,5% of your est. final features
Minimal workable
version on 1 PC
Analytics
22 testers

72. The entrepreneurs
First create a sales pitch
Mock up
Sell it before you develop
Market research
Don’t do it alone
Team Be aware that the first team is not the final team
Your first customer is only interested in 0,5% of your est. final features
Minimal workable
version on 1 PC
Analytics
22 testers
Go as fast as possible to the market

73. There are still some cool stuff to explore
• How many testers do you need?
• Is there a difference in target groups?

74. Eyetrackshop.com

75. Agenda
1) From researcher to EyeSee, and beyond
1) Trend: Shift from ‘questioning’ to observation
2) E’preneurs: How to start your company
3) EyeSee, making eye tracking available for everyone
2) When to use eye tracking?

76. Specific for
Concept Design Media/ channel
application
Will the concept work? Where to locate elements? Which format is most ↑ ad visibility
Adverts Which works best? How big should they be? cost effective? ↑ attention span
How much text? ↑ brand visibility
↑ message visibility
↑ product visibility

77. Are people looking at my ad?
Ad 1 Ad 2

78. Belgacom was viewed 25% more than Telenet
Increase print ad visibility by 25%!
Ad 1 Ad 2
EyeSee
Customer’s page:
not for 67% and 1,9s
73%
67%
distribution
96%
84%
% seen % seen
of the readers looked at the ad of the readers looked at the ad
Less attention More attention
Limited sample

79. Which ad
holds the longest the attention?

80. Which ad
holds the longest the attention?

81. Which ad
holds the longest the attention?

82. Which ad
holds the longest the attention?
Recall N/A
Less attention More attention

83. Which ad
holds the longest the attention?
Recall N/A Recall 90%
Less attention More attention

84. Which ad
holds the longest the attention?
Recall N/A Recall 90% Recall 33%
Less attention More attention
Limited sample

85. Where are customer looking at?
Increase Brand Visibility by 21%!
Advertisement 1 Advertisement 2
Limited sample

86. 1. How to promote your competition?
Great ad visibility × Great product visibility × Bad brand visibility
1
2
EyeSee Customer
3
Ad 1
1. AD visibility 100% Seen
2. PRODUCT visibility 86% Seen
3. BRAND visibility 33% Seen
PRODUCT Recall 66% Recalled
ELIA Recall 25% Recalled
COMPETITION* Recall 25% Recalled
Visibility= percentage that has seen the area | Recall: which companies did you notice in the session (multiple choice) | *Electrabel or Nuon

87. Specific for
Concept Design Media/ channel
application
Will the concept work? Where to locate elements? Which design to publish? ↑ ad visibility
Adverts Which works best? How big should they be? Which format is most ↑ attention span
How much text? cost effective? ↑ brand visibility
↑ message visibility
↑ product visibility
Increased promotion
Websites Which navigation Where to locate elements? How are people checking out? Message delivery
structure works best? Which visuals to use? What’s not working and why?
How long should text be?
What is distracting?

88. Are your promotions attracting enough attention?
Which design is most effective?
Company A Company B
A
A
B C
B C
% Seen Time viewed
Comp. A Comp. B Comp. A Comp. B
A Main promo 67% 92% 1,4s 4,1s
B Apple Product 25% 33% 1,7s 1,4s
C Promotion 25% 17% 0,8s 1,2s
Limited sample

89. Test & increase number of new clients!
Exercise: Become a client of the following banks (7s)
35% of testers looked at ‘klant worden’ within 7s 53% of testers looked at ‘klant worden’ within 7s
No dark red areas (indicates unclear structure) Dark red areas (indicates clear structure)
35%
53%
Less attention More attention
Limited sample

90. Which visual(s) is most effective?
(choose between visuals based on facts: e.g. % seen, time spend)
Design 1 Design 2
Visual A
Visual B
% Seen Time viewed
Design 1 Design 2 Comp. A Comp. B
Area A 92% ? 4,1s ?
Area B 40% ? 2,6s ?
Limited sample

91. Test check out flows
and increase conversions!
Design 1 Design 2
Less attention More attention
Limited sample

92. Specific for
Concept Design Media/ channel
application
Will the concept work? Where to locate elements? Which design to publish? ↑ ad visibility
Adverts Which works best? How big should they be? Which format is most ↑ attention span
How much text? cost effective? ↑ brand visibility
↑ message visibility
↑ product visibility
Increased promotion
Websites Which navigation Where to locate elements? How are people checking out? Message delivery
structure works best? Which visuals to use? What’s not working and why?
How long should text be?
What is distracting?
Brochures Which lay out to use? Where to locate elements? Are promotions visibile? ↑ Call to action
Which visuals to use? ↑ promotion visibilty
How long should text be?
What is distracting?

93. Area 1 or Area 2?

94. Customers look 25% longer at area 4 i.c.w. 3
Area 3 Area 4
Less attention More attention
(limited sample)

95. And even 3 times longer at offer 4 (i.c.w. 3)!
3 4
Less attention More attention
(limited sample)

96. Where would you locate your product?

97. 20% more people look at area 1!
Area
1
Area 2
Less attention More attention
(limited sample)

98. Are there elements
distracting in a negative way?
Limited sample

99. Are there elements
distracting in a negative way?
Area 3
Area 1
Area 4
Area 2 Area 5
Limited sample

100. Specific for
Concept Design Media/ channel
application
Will the concept work? Where to locate elements? Which design to publish? ↑ ad visibility
Adverts Which works best? How big should they be? Which format is most ↑ attention spamn
How much text? cost effective? ↑ brand visibility
↑ message visibility
↑ product visibility
Increased promotion
Websites Which navigation Where to locate elements? How are people checking out? Message delivery
structure works best? Which visuals to use? What’s not working and why?
How long should text be?
What is distracting?
Brochures Which page lay out to use? Where to locate elements? How to color? ↑ Call to action
Which visuals to use? ↑ promotion visibilty
How long should text be?
What is distracting?

101. Intermezzo: videos

102. Intermezzo: videos
You loose about 0,5s Great shoot or not?
At which 2 elements people look? Where to locate high margin products?

103. Specific for
Concept Design Media/ channel
application
Will the concept work? Where to locate elements? Which design to publish? ↑ ad visibility
Adverts Which works best? How big should they be? Which format is most ↑ attention spamn
How much text? cost effective? ↑ brand visibility
↑ message visibility
↑ product visibility
↑ Promotion visibility
Websites Which navigation Where to locate elements? How are people checking out? ↑ Message visiblity
structure works best? Which visuals to use? What’s not working and why?
How long should text be?
What is distracting?
Brochures Which page lay out to use? Where to locate elements? How to color? ↑ Call to action
Which visuals to use? ↑ promotion visibilty
How long should text be?
What is distracting?
Direct Which page lay out to use? Impact of colour, font, etc. ↑ message visibility
Impact of background ↑ Call to action
Mail ↑ promotion visibilty

104. Test and
Optimize your design
Choose the best design
Increase usability or find bottlenecks
Convince others with hard facts
…or summarized: increase your marketing impact!
…against affordable prices (i.e. 3 times cheaper)
…and fast (i.e. 3 times faster)

105. Maximize marketing impact with EyeSee
It’s fast, affordable and easy!
Olivier Tilleuil
0477415290
olivier.tilleuil@eyesee.be