BLOG: Dan Morris

The Rules Have Changed. Why e-Commerce Requires Fresh Thinking. We See What You Don’t.

While the “pundits” projected this Cyber Monday to be the best ever, let’s face reality. Retailers are still falling short in maximizing the experience for shoppers to create even bigger results. Here are three ideas to help you maximize results.

1. HD presentation of your product. The one thing buyers have a hard time adjusting to online retailers is their need to touch and feel the product. The more angles and 3D views you can give your customers on the product, the more they will feel they are seeing everything they would if they were picking up the product and examining it. Let the individual package be the hero. After price, it’s the second biggest driver of purchase.

2. Engage them and don’t worry about the competition. Online favors the little guys because shelf placement and SKU numbers are irrelevant. Everyone is on a level playing field, allowing the little guys to appear big. The product beauty shot is more important than ever because the major brand players can’t rely upon the on-shelf billboard effect or the supporting POS to give them a leg up.

3. Time is money. Your money. Capitalize on the sense of urgency, especially with mobile. The faster the digital shopper gets the information they want, the faster they’ll make a decision. Personally engage your consumers. The size of the visual, its 3D placement, and copy readability can significantly impact consumer purchase decisions.

The ultimate measure of success online is pretty clear: get consumers to add your product to their cart. While this task seems straightforward, it’s not so easy to feature your products – visually and descriptively – to yield higher closure rates. At PTG, We See What You Don’t by passively capturing shopping behaviors.

Email me at dan.morris@pretesting.com to discuss your e-commerce challenges.

The Election and Black Friday – More in common than you think!

Without discussing politics, we all agree that the pundits got it all wrong. Ask yourself this – are you sure you are engaging and connecting with your target audience? The reason why POLITICIANS and BRANDS aren’t connecting with their audience is because they think they’re listening to their consumers, but they’re not!

“I’m giving consumers better quality, value and performance, but they’re not buying my product, or even taking a moment to listen to what I’m telling them?” If you’re a marketer and this sounds familiar, ask yourself this – Are you looking at the product and advertising through your consumers’ eyes, as opposed to your own? Are you telling them what you think they want to hear, but not what they are really looking for?

It’s fair to say that marketers know their product inside and out. They are intimately aware of the unique advantages of their offering as well as its competitive differentiators. Product marketers are the first to read the fine print of their carefully crafted ad, watch their TV demo, click on their banner ad, view their pre-roll to completion, recall their refreshed logo, and note their endcap message. Moreover, in a supermarket, marketers will go out of their way to find their product on-shelf among their competition and bend down to purchase the item. Can the same be said about their desired consumers?

Not even close.

Realistically speaking, 60% of shoppers won’t bend down to seek and/or buy a product, 92% will pass on viewing a pre-roll ad, and 55% will ignore an endcap display. What’s more, consumer research programs that administer surveys and/or evaluate forced exposure to ads and packaging won’t help because they don’t reveal the truth about what’s working versus not working. In order to truly connect a product to its target, marketers need to watch TV, surf the Internet, read, and shop through the eyes of their consumer since it’s their experience that matters most. Consumers are the ones who are making the decisions and, as difficult as it may be, marketers need to take themselves out of the equation.

At PTG, we see what you don’t! We have the research technology and proprietary approaches that offer a “real world” one–way mirror that captures the all-important human element as consumers experience your brand.

To learn more about how our real-world research methodologies are benefiting today’s biggest brands, please reach me at dan.morris@pretesting.com.

Best wishes to you and yours for a Happy Thanksgiving!

Be a Fly on the Wall with truVu

I just participated in a follow-up interview with Bob Lederer, host of the Research Business Daily Report, and I wanted to share our conversation about PTG’s truVu audio and video recording eyeglasses.

As discussed in the segment, truVu’s patented technology allows researchers to finally be inside a consumer’s laundry room, join in on a shopping trip, and tag along during a restaurant visit.

Today’s interview can also be found on RealTimes cloud.

I’m excited to discuss how truVu can take your research to new places.  I can be reached at 201.569.4800 or dan.morris@pretesting.com.

Saccadic Eye Motion Featured on Research Business Daily Report

My thanks to Bob Lederer of Research Business Daily Report for our recent discussion on Saccadic Eye Motion.

PTG’s patented Saccadic Eye Motion Recording system objectively measures cognitive response to marketing stimuli in real-world environments by uniquely capturing the eye’s tiny vibrations that are essential to determining consumer engagement and interest.

Unlike other nonconscious approaches available in the marketplace, PTG’s proven end-to-end research solution is fully supported by norms and passively conducted without respondents being influenced by intrusive biometric equipment.

We See What You Don’t! 

The interview can also be found on RealTimes cloud.

Want to learn more about how PTG’s Saccadic advantage can be applied to your brand communications and in-store research programs? Let’s talk.  201.569.4800 or dan.morris@pretesting.com.

 

 

The techniques may change but the real world success criteria remain the same.

Today’s marketers are navigating a wide range of complex digital media channels. However, for all of the technological advancements behind digital advertising, the real world success metrics remain the same as measuring more traditional media such as TV and print. In order for a campaign to be successful, it needs to clear the following three hurdles.

Hurdle #1 is opportunity. Will consumers look at the screen to see my message? Hurdle #2 is involvement. How much time was spent on my video? Did consumers attempt to immediately click out of my pre-roll? At what point were consumers hooked by my ad? Where did they drop? Finally, hurdle #3 is focus/engagement. Where were consumers specifically drawn to my communication? Was it copy? Was it imagery? Was it a spokesperson? Did they take action i.e. download a coupon or put my product in a shopping cart?

PTG’s real world approach to measuring digital media captures critical nuances that are completely unique to digital and sidesteps traditional forced exposure metrics and irrelevant clutter breakthrough that are common to tv copy testing. For example, pre-roll videos have a max of 5 seconds to engage the viewer before the ad is skipped. How can you ensure success? Engagement! If the viewer isn’t immediately drawn in by the creative the content is doomed.

At PTG, we take a two pronged approach to understanding engagement. First, we unobtrusively measure Saccadic Eye Movement which is an objective level of actual consumer engagement and the foundation of our copy testing and brand communications solutions. Second, we measure line by line copy readership to better understand where consumers may be losing interest. Only PTG measures second-by-second visual engagement with the stimuli as well as element-by-element eye tracking in a completely natural viewing environment.

We welcome an opportunity to provide you with more information about our philosophy on testing digital creative. Drop a line to marketing@pretesting.com and we will gladly share an example of our truWeb approach, patented technology and analyses.

Product noting is important, but actual engagement is required to predict true success.

There are a variety of methodologies available in the marketplace that record eye movement and note when products have been seen on shelf. And, as a result, clients often come to PTG looking for us to assist them in measuring how successful their product is at being distinguished among the competition.

As part of these conversations, we explain to our clients that on average 7,000 packages are noted during a simple supermarket trip, yet only 17 items are actually purchased. Often, noting of a product is just required to find the desired product usually placed alongside it. What this means is capturing noting does offer some valuable information; however, evaluating noting in the absence of actual consumer engagement can lead to false results.

Here’s an example that we often share to illustrate our point. Our research has found that noting increases dramatically when a key brand like Kleenex is removed from the shelves. In the absence of additional data points around consumer behavior, this increase in noting would lead one to believe that there was sustained interest in other facial tissue brands; but the reality is, the uptick in noting was the result of consumers searching the shelf for the missing category leader.

When the same scenario was tested using PTG’s truShelf simulated store environment, our patented Saccadic Eye Movement Recorder measured actual consumer engagement and product interaction which provided a much more comprehensive understanding of respondent involvement. For example, we were able to report the degree to which respondents zoomed in on a product, examined a specific section on a shelf and read ingredients on a package – line by line. This level of information not only provides the tactics and recommendations needed for improvement on the shelf, and at the component level, but it also serves as the critical information needed to prove or disprove the noting data. In the example above, our simulated shopping methodology rightly concluded that something was amiss on the facial tissue shelf when noting was up but consumer engagement was nil.

Why is measuring Saccadic eye movement so important? Saccadic eye movement is a biometric indicator that objectively measures cognitive processing. In order for the brain to gain a visual picture of a stimulus, the eye must vibrate and provide constant streams of information to the center of the retina called the fovea. The more visual information the brain wants, the more actively the eye vibrates. These mini-movements are known as macro-saccades. In order for the brain to remember a specific visual, the eye fixates and stops moving for a fraction of a second. These macro-saccades and fixations reflect an empirical level of respondent behavioral engagement that is uniquely recorded by PTG’s patented Saccadic Eye Movement Recording system.

Interested in learning how measuring engagement with Saccadic eye movement is more effective than noting and more indicative of future sales success? Let’s talk. I can be reached at dan.morris@pretesting.com.

Dan Morris


As the President of PTG, Dan is responsible for building lasting client relationships and leading the development and implementation of the company’s research offerings.

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