Mobile and stationary eye tracking comparison – package design and in-store results

2020 ◽  
Vol 37 (3) ◽  
pp. 259-269 ◽  
Author(s):  
Kristian Pentus ◽  
Kerli Ploom ◽  
Tanel Mehine ◽  
Madli Koiv ◽  
Age Tempel ◽  
...  
Keyword(s):  
Eye Tracking ◽  
Marketing Research ◽  
Small Scale ◽  
Pilot Studies ◽  
Content Type ◽  
Package Design ◽  
Knowing That ◽  
Fixation Locations ◽  
Fixation Bias ◽  
Mobile Eye Tracking

Purpose This paper aims to test the similarity of the results of on-screen eye tracking compared to mobile eye tracking in the context of first fixation location on stimuli. Design/methodology/approach Three studies were conducted altogether with 117 participants, where the authors compared both methods: stationary eye tracking (Tobii Pro X2-60) and mobile eye tracking (Tobii Pro Glasses 2). Findings The studies revealed that the reported average first fixation locations from stationary and mobile eye tracking are different. Stationary eye tracking is more affected by a centre fixation bias. Based on the research, it can be concluded that stationary eye tracking is not always suitable for studying consumer perception and behaviour because of the centre viewing bias. Research limitations/implications When interpreting the results, researchers should take into account that stationary eye tracking results are affected by a centre fixation bias. Previous stationary eye tracking research should be interpreted with the centre fixation bias in mind. Some of this previous work should be retested using mobile eye tracking. If possible small-scale pilot studies should be included in papers to show that the more appropriate method, less affected by attention biases, was chosen. Practical implications Managers should trust research where the ability of package design to attract attention on a shelf is tested using mobile eye tracking. The authors suggest using mobile eye tracking to optimise store shelf planograms, point-of-purchase materials, and shelf layouts. In package design, interpretations of research using stationary eye tracking should consider its centre fixation bias. Managers should also be cautious when interpreting previous stationary eye tracking research (both applied and scientific), knowing that stationary eye tracking is more prone to a centre fixation bias. Originality/value While eye tracking research has become more and more popular as a marketing research method, the limitations of the method have not been fully understood by the field. This paper shows that the chosen eye tracking method can influence the results. No such comparative paper about mobile and stationary eye tracking research has been done in the marketing field.

The failure of non‐binding declarations to achieve university sustainability

2007 ◽  
Vol 8 (3) ◽  
pp. 301-316 ◽  
Author(s):  
S.A. Bekessy ◽  
K. Samson ◽  
R.E. Clarkson
Keyword(s):  
Best Practice ◽  
Small Scale ◽  
Structured Interviews ◽  
Pilot Studies ◽  
Content Type ◽  
Institute Of Technology ◽  
University Leaders ◽  
The University ◽  
The Impact ◽  
Insight Into

PurposeThis paper aims to assess the impact and value of non‐binding agreements or declarations in achieving sustainability in universities.Design/methodology/approachA case study of Royal Melbourne Institute of Technology (RMIT) University is presented, analysing the reasons for lack of progress towards sustainability and evaluating best ways forward. Using a timeline and analysis of historical records for the 12 years since RMIT first engaged in the sustainability agenda, major trends in the process of implementing policies are identified. Secondly, 15 semi‐structured interviews with university leaders and key sustainability stakeholders from across the university are analysed to provide insight into how and why the university has failed to achieve sustainability.FindingsNew implications for successfully achieving sustainability arise from these findings. Accountability is a key issue, as RMIT appears to reap benefits from being signatory to declarations without achieving genuine progress. To ensure that declarations are more than simply greenwash, universities must open themselves up to scrutiny of progress to determine whether commitments have been honoured.Practical implicationsRelying on small‐scale “club” activities establishing demonstrations and raising awareness is unlikely to lead to permanent change. The evidence of RMIT's engagement with sustainability shows that, for example, even when successful pilot studies are conducted, these initiatives may do little to affect the mainstream practices of a university unless certain conditions exist. Furthermore, given the on‐paper commitments institutions have made, and the role of the university in society, small‐scale and gradual changes in university practice are a far from adequate response to the urgent sustainability imperative.Originality/valueThe initial engagement of RMIT University with the sustainability agenda 12 years ago marked it as a world leader in sustainability best‐practice. Analysing how and why such a disappointing lack of action has resulted from such promising beginnings provides insight into future directions for implementing sustainability in universities. The paper argues that considering the key responsibility of universities in leading the sustainability agenda, a more systemic and serious response is required.

A study of customer perception of visual information in food stands through eye-tracking

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Yoowha Jeon ◽  
Mi Sook Cho ◽  
Jieun Oh
Keyword(s):  
Visual Attention ◽  
Eye Tracking ◽  
Visual Processing ◽  
Visual Information ◽  
Food Service ◽  
Small Scale ◽  
Textual Information ◽  
Content Type ◽  
Movement Data ◽  
Significant Difference

PurposeThe study selected five small-scale food operations as visual stimuli and eye-tracking experiment was conducted with 36 female participants in a laboratory setting. Heat maps were used to visualize viewers' visual attention on the storefronts. The eye-movement data were analyzed using one-way repeated ANOVA to identify a significant difference between stimuli in terms of average fixation duration, fixation counts and revisits. An independent t-test was also used to examine statistical difference among text and image in menu board. The significance cut-off of p-value was set to <0.05.Design/methodology/approachThe exteriors of food-service establishments are major business representation. However, few studies have been conducted to examine customers' visual processing toward small-scale restaurants. The present study accordingly aims to discover customers' different levels of attention to the frontage in food stands through eye tracking, which would be practical for future owners to plan their exterior shop design.FindingsThe findings can be summarized as follows: First, upper board shows the highest level of attention, suggesting an optimal location of menu board for grasping customers' attention. Second, customers also gaze the inside of a store along with the food on display, which are related with food hygiene and the perception. Third, textual information on menu boards tends to attract more visual attention than those of images. Overall, the current study indicates various customers' attention toward the location of menu boards as well as the type of visual information on menu board.Originality/valueThe results of this study make a new insight into customers' viewing behavior toward exteriors of food-service establishments. This study is one of the first attempts to explore how customers distribute visual attention to the exterior images of food stand by using eye-tracking technology. The findings of this research thus enrich the food-service literature and offer meaningful discoveries on customers' visual behaviors. For example, this study suggests that customers tend to be attracted to textual information on menu boards rather than graphical ones.

The impact of extrinsic and package design attributes on preferences for non‐prescription drugs

2010 ◽  
Vol 33 (2) ◽  
pp. 161-173 ◽  
Author(s):  
Hannele Kauppinen‐Räisänen
Keyword(s):  
Health Care ◽  
High Risk ◽  
Sore Throat ◽  
Prescription Drugs ◽  
Consumer Preferences ◽  
Small Scale ◽  
Content Type ◽  
Package Design ◽  
Design Attributes ◽  
The Impact

PurposeThe purpose of this paper is to examine the influence of extrinsic attributes and package design attributes on consumer preferences of high‐risk products.Design/methodology/approachAn explorative conjoint analysis is conducted. A small‐scale sample, consisting of 18 consumers, conduct two conjoint tasks for two drug product types, i.e. painkillers and sore throat medicine.FindingsThe impact of the tested attributes varies according to the product type. The intrinsic attribute of taste is valued most in sore throat medicines, followed by colour and producer. Producer and colour are the most valued in painkillers. Colour is the most influential of the design attributes tested. Well‐known producer is perceived as more important in painkillers, whereas in sore throat medicine domestic producers are valued more.Research limitations/implicationsThe study is exploratory and limited due to the design with few statistical assumptions and to small‐scale sampling in one country only.Practical implicationsThe health care marketers should recognize the impact of package design on consumers' preferences of high‐risk products, such as non‐prescription drug.Originality/valueThere has been little research on the impact of package design attributes such as package colours on consumers in health care marketing.

scholarly journals Clustering consumers' shopping journeys: eye tracking fashion m-retail

2020 ◽  
Vol 24 (3) ◽  
pp. 381-398 ◽  
Author(s):  
Zofija Tupikovskaja-Omovie ◽  
David Tyler
Keyword(s):  
Eye Tracking ◽  
Mobile Apps ◽  
Complex Behaviour ◽  
Content Type ◽  
Mobile Shopping ◽  
Segmentation Approach ◽  
Mobile Consumer ◽  
Purchasing Behaviour ◽  
Tracking Technology ◽  
Mobile Eye Tracking

PurposeDespite the rapid adoption of smartphones among digital fashion consumers, their attitude to retailers' mobile apps and websites is one of increasing dissatisfaction. This suggests that understanding how mobile consumers use smartphones for fashion shopping is important in developing digital shopping platforms that fulfil consumer' expectations.Design/methodology/approachFor this research, mobile eye-tracking technology was employed in order to develop unique shopping journeys for 30 consumers, using fashion retailers' websites on smartphones, documenting their differences and similarities in browsing and purchasing behaviour.FindingsBased on scan path visualisations and observed shopping experiences, three prominent mobile shopping journeys and shopper types were identified: “directed by retailer's website”, “efficient self-selected journey” and “challenging shopper”. These prominent behaviour patterns were used to characterise mixed cluster behaviours; three distinct mixed clusters were identified, namely, “extended self-selected journey”, “challenging shoppers directed by retailer's website” and “focused challenging shopper”.Research limitations/implicationsThis research argues that mobile consumers can be segmented based on their activities and behaviours on the mobile website. Knowing the prominent shopping behaviour types any other complex behaviour patterns can be identified, analysed and described.Practical implicationsThe findings of this research can be used in developing personalised shopping experiences on smartphones by feeding these shopper types into retailers' digital marketing strategy and artificial intelligence (AI) systems.Originality/valueThis paper contributes to consumer behaviour literature by proposing a novel mobile consumer segmentation approach based on detailed shopping journey analysis using mobile eye-tracking technology.

Do you see what I mean?: Using mobile eye tracking to capture parent–child dynamics in the context of anxiety risk

2021 ◽  
pp. 1-16
Author(s):  
Leigha A. MacNeill ◽  
Xiaoxue Fu ◽  
Kristin A. Buss ◽  
Koraly Pérez-Edgar
Keyword(s):  
Eye Tracking ◽  
Positive Reinforcement ◽  
Parental Behavior ◽  
Anxiety Level ◽  
Eye Tracker ◽  
Fine Grained ◽  
Controlling Parenting ◽  
Attractor Strength ◽  
Child Age ◽  
Mobile Eye Tracking

Abstract Temperamental behavioral inhibition (BI) is a robust endophenotype for anxiety characterized by increased sensitivity to novelty. Controlling parenting can reinforce children's wariness by rewarding signs of distress. Fine-grained, dynamic measures are needed to better understand both how children perceive their parent's behaviors and the mechanisms supporting evident relations between parenting and socioemotional functioning. The current study examined dyadic attractor patterns (average mean durations) with state space grids, using children's attention patterns (captured via mobile eye tracking) and parental behavior (positive reinforcement, teaching, directives, intrusion), as functions of child BI and parent anxiety. Forty 5- to 7-year-old children and their primary caregivers completed a set of challenging puzzles, during which the child wore a head-mounted eye tracker. Child BI was positively correlated with proportion of parent's time spent teaching. Child age was negatively related, and parent anxiety level was positively related, to parent-focused/controlling parenting attractor strength. There was a significant interaction between parent anxiety level and child age predicting parent-focused/controlling parenting attractor strength. This study is a first step to examining the co-occurrence of parenting behavior and child attention in the context of child BI and parental anxiety levels.

scholarly journals The freshness of the fell streams: contextualizing the success of Lapin Kulta Beer in the 1960s

2019 ◽  
Vol 11 (2) ◽  
pp. 165-180
Author(s):  
Janne Ikäheimo
Keyword(s):  
Marketing Research ◽  
External Factors ◽  
Primary Sources ◽  
Trade Association ◽  
Brewing Industry ◽  
Content Type ◽  
European Free Trade Association ◽  
The Social ◽  
Social Tensions ◽  
The 1960S

Purpose As Finland became an associate member of the European Free Trade Association in early 1960s, the domestic brewing industry faced a new threat posed by imported beer. It was neutralized effectively with joint and individual efforts of the breweries. This paper aims to analyze the maneuvers taken by Tornion Olut Oy to brand its new product, Lapin Kulta, which ultimately became the most popular beer in Finland. In addition, the contemporary changes in the Finnish society with related social tensions are shown to have contributed to its success significantly. Design/methodology/approach Archival research focusing on primary sources complemented with biographies, historical newspaper and magazine articles as well contemporary research papers with an aim to reconstruct and better understand the historical and social context of the events. Findings The success of the Lapin Kulta beer in 1960s was not only based on the effective marketing, although a well-thought name, the successful participation in international beer “competitions” enhancing the brand and both improved distribution and logistics certainly contributed to it. Instead the success is shown to have depended also on seemingly odd collection of external factors. However, when put together, the success is shown to have been based on brand's capability to address the social tensions present in Finland during 1960s. Originality/value The importance of the context reconstruction in historical marketing research is underlined as developments traditionally attributed solely to product qualities and marketing may equally stem from a multitude of external factors. As a case study, the research represents a fresh take on the subject through a variety of previously neglected sources.

scholarly journals Variations in American marketing practices of early 19th-century ceramic importers and dealers, reflecting culture and identity

2020 ◽  
Vol 12 (3) ◽  
pp. 345-375
Author(s):  
Neil Ewins
Keyword(s):  
19Th Century ◽  
Design Methodology ◽  
Marketing Research ◽  
Early 19Th Century ◽  
Content Type ◽  
Advertising Strategy ◽  
Political Views ◽  
The Usa ◽  
Anglo American ◽  
The 19Th Century

Purpose This paper explores the advertising strategy of crockery importers and dealers in relationship to their origins and backgrounds. This is a departure from earlier ceramic-history literature which tended to focus on the Staffordshire producers, with limited awareness on how the identity of importers and dealers influenced what products were sold, and their individual approaches to marketing. Design/methodology/approach Within a context of historical marketing research, this paper analyses newspaper advertising and commentary. It combines an examination of marketing practices with a wider consideration of the cultural identities of ceramic importers and dealers. The digitalization of historical records, combined with sophisticated search engines, makes it more feasible to examine a broader range of sources. Thus, modern research methods can enhance our understanding of production and demand and reveal how marketing strategy was diverse. Findings Awareness on how advertising was influenced by the backgrounds and socio-political views of importers and dealers demonstrates ways in which Anglo-American ceramic trade could be far more market-led. More significantly, marketing approaches were not necessarily responding to American demand, but rather that importers could engage in commissioning goods which reflected their own views on politics, religion or slavery. Originality/value Examining the advertising of importers demonstrates the complex relationship between production and ceramic demand. This paper opens up debates as to how far the advertising of other merchandise in the USA shows evidence of taking a more individual approach by the 19th century.

Internet marketing research in hospitality and tourism: a review and journal preferences

2015 ◽  
Vol 27 (7) ◽  
pp. 1556-1572 ◽  
Author(s):  
Xi Yu Leung ◽  
Lan Xue ◽  
Billy Bai
Keyword(s):  
Literature Review ◽  
Correspondence Analysis ◽  
Marketing Research ◽  
Internet Marketing ◽  
Future Research ◽  
Research Topics ◽  
Content Type ◽  
Customer Perspective ◽  
Hospitality And Tourism ◽  
Hospitality Managers

Purpose – The purpose of this study is to provide a progress review of published Internet marketing research within the top eight hospitality and tourism journals and to provide suggestions on future research directions. Design/methodology/approach – The study collected 331 Internet marketing-related articles published in the top eight hospitality and tourism journals during the period of 1996-2013. Using content analysis, the study analyzed and discussed research topics, research methods and industry sectors of selected articles. The study period was broken into three sub-periods and used correspondence analysis (CA) to examine the significant changes of topical areas over time. A follow-up CA was conducted to compare the topical and methodological preferences of the selected eight journals. Findings – In all, 5-category and 27-subcategory classifications of research topics were identified in the study. The two-dimensional perceptual map indicates that Internet marketing research in the hospitality and tourism fields experienced introduction, growth and maturity stages. The research focus changed from business perspective to customer perspective and then to both business and customer perspectives. The eight top hospitality and tourism journals were grouped into four journal sets that share similar article characteristics and preferences. Research limitations/implications – Due to the sample size, the classifications and trends generated in this study may not be generalized to all Internet marketing research in hospitality and tourism disciplines. The process of identifying topic and method categories might be biased, especially in identifying new topics. Future research may apply CA method in literature review studies on other research topics. Practical implications – The study analyzed published research in Internet marketing in the hospitality and tourism fields and provided topical and methodological recommendations to academia for future research. This study may also give hospitality managers new insights into Internet marketing applications in the industry. Originality/value – This study is one of the few attempts to provide a comprehensive review of Internet marketing research in the hospitality and tourism fields. This study uses CA in literature review study, opening up a new way to easily analyze and visually display the literature trends. This study also creatively compared the publication preferences among eight top-tier hospitality and tourism journals using correspondence analysis.

scholarly journals Second Life as a research environment: avatar-based focus groups (AFG)

2016 ◽  
Vol 19 (1) ◽  
pp. 101-114 ◽  
Author(s):  
Eman Gadalla ◽  
Ibrahim Abosag ◽  
Kathy Keeling
Keyword(s):  
Focus Groups ◽  
Data Quality ◽  
Virtual Worlds ◽  
Second Life ◽  
Three Dimensional ◽  
Marketing Research ◽  
Two Phase ◽  
Content Type ◽  
Face To Face ◽  
Advantages And Disadvantages

Purpose – This study aims to examine the nature and the potential use of avatar-based focus groups (AFGs) (i.e. focus groups conducted in three-dimensional [3D] virtual worlds [VWs]) as compared to face-to-face and online focus groups (OFGs), motivated by the ability of VWs to stimulate the realism of physical places. Over the past decade, there has been a rapid increase in using 3D VWs as a research tool. Design/methodology/approach – Using a two-phase reflective approach, data were collected first by using traditional face-to-face focus groups, followed by AFGs. In Phase 2, an online, semi-structured survey provided comparison data and experiences in AFGs, two-dimensional OFGs and traditional face-to-face focus groups. Findings – The findings identify the advantages and disadvantages of AFGs for marketing research. There is no evident difference in data quality between the results of AFGs and face-to-face focus groups. AFG compensates for some of the serious limitations associated with OFGs. Practical implications – The paper reflects on three issues, data quality, conduct of AFGs (including the moderator reflection) and participant experience, that together inform one’s understanding of the characteristics, advantages and limitations of AFG. Originality/value – This is the first paper to compare between AFGs, traditional face-to-face focus groups and OFGs. AFG holds many advantages over OFGs and even, sometimes, over face-to-face focus groups, providing a suitable environment for researchers to collect data.

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