An eyetracking study.
To understand whether the brand’s media spend in newspapers was working or not.
What we did
- Used eyetracking to see what was being taken notice of by the customers. Eyetracking shows you via a heatmap exactly what takes a customer’s attention; which area of the package they look at, where in a store their eyes go, where on a page.
Customers paid as much attention to a half page ad as they did a full page ad
50% cut in marketing spend in this area