The methodology
How do consumers actually see?
With what intensity? With what duration? In what order?
Powerfully validated, cost-efficient alternative to eye tracking
Instead of the movement of the pupil, we use manual pointing movements as indicators of the attentional signals generated in the brain by the presented stimuli.
How is perception experienced?
At any given moment the eyes only see reality for 2 degree sharply. The rest is perceived blurry. By rapidly shifting the pupils, eyes build up an overall view of reality. This foveal shift can be compared with the movement of a spotlight. However, the process of the eyes is managed by the brains. The brains also can only experience a very limited part of reality at the same moment. That brain function can be compared with a spotlight too: the neural spotlight.
The Neural Beam Viewer* uses this principle of a spotlight and projects the operation on a computer or mobile screen of the respondent. Instead of the movement of the pupil, we use manual pointing movements (like a finger) as indicators of the attentional signals generated in the brain by the presented stimuli.
How do we measure attention?
A consumer will be shown a blurred image of an item on an screen (online). He is instructed to ´touch´ that point of the image that attracts his first attention. There, the object in a small circle becomes sharp. A respondent is then asked to use that circle to view the object as long as he feels it necessary. The Neural Beam records the orientation process on the screen very precisely and translates this into key figures for the duration, intensity and sequence of the observation, time to first fixation of parts of an object.
What do you get reported?
The Neural Beam visualizes how parts of an object are seen by whom for how long and how the focus of attention will develope and is organized. Of each studied object we deliver:
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Heatmap
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Gaze path
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Flow chart
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AOI-information
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PPT with analysis seen
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Recommendations for improvements
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Info (parts of) object (=AOI) seen:
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% and # people that saw AOIs
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Average duration AOIs seen
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First fixation & last fixation AOIs
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Average order AOIs seen
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Hoover to view the heatmap, gaze path and AOI information
Easy to implement and start, immediately usable result
Research options started in minutes
Within one day the fieldwork is active, within a day the results in house
A study with the Neural Beam Viewer is started within seconds. The research results will be available within two days. All you have to do is upload usable footage. Plus a short description of the most important usage characteristics and the intended target group. The study is then prepared and you will receive a test URL to check the research. After that, the fieldwork starts and research data is collected. Once sufficient observations have been made, the Neural Beam provides the research results in the form of heatmaps, gaze paths and specific information on areas of interest. We analyze these results and provide the visualization of conclusions and recommendations.
Create a free pilot to test
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Upload maximum of 6 images of objects to study.
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We provide you with a web link to the survey that you can send to respondents yourself. Up to 15 respondents can complete the survey
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You receive up to maximum 6 heatmaps with gaze paths and AOI info
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In an online conference call we discuss the results and show you the options of The Neural Beam approach
Start a single study
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Research up to a maximum of 6 different objects (packaging, advertisement, shelves, tv commercials)
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Add 3 different insights from which you want to receive an analysis
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Get the fieldwork done by us with any valid research population worldwide
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Receive up to 6 heatmaps with gaze paths and Area of Interest information
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We analyze the research results and deliver a PPT report with conclusions and recommendations within two days after the fieldwork ended
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In an online conference call we discuss the research results with recommendations
Your own integrated research dashboard
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Your own global functioning secured research dashboard, fully automated
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Create studies
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Manage fieldwork
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Analyze studies
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Visualize reports
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Heatmaps
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Gaze paths
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AOI data
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Benchmarks
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Integrate on:
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Your global teams
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Analysis of object types & interaction
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Research agencies
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Design companies
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Get in touch with us
* The Neural Beam Viewer and the underlying methodology and technique are both officially registered trademarks. Methodology and analysis technique were patented in 2009 with worldwide coverage. The Neural Beam Viewer is technically and methodologically fully validated (Posner, Snyder, & Davidson, 1980, Fernandez-Duque & Johnson, 1999 and Berger, Wager, Psychology & marketing, 2012).
* The Neural Beam Viewer has a history of many thousands of communication, shopper and product and market studies. It does not need head mounted displays, webcams (webcam eye tracking) or other physical eye registration equipment. Only the availability of the screen of a desktop, tablet or mobile is necessary. Research with The Neural Beam Viewer is carried out completely online and .can be used in research where the mobile phone is used. As an analytical tool, it combines the power of both qualitative (analysis by observation) and quantitative (statistical analysis), while the low-threshold, online applicability can lead to enormous cost advantages.
©121facts, 2020