As the PepsiCo Professor of Consumer Science at the Robert H. Smith School of Business at the University of Maryland, Michel has close to 30 years of experience in all aspects of marketing research, analytics and analysis for marketing decisions.

He brings a wealth of practical and academic experience in the study of eye-movements for improving visual marketing, including advertising, pack design, shelf testing and web design.

Commenting on the appointment, Michel Wedel said: “I’m really excited about the rapid growth in the use of eye tracking to assess marketing effectiveness across the world. I’ve been applying eye tracking to measure the effectiveness of a wide range of marketing activity since 1992 – everything from package design, to newspaper and magazine advertising to website usability, shelf layout and billboard advertisements. The whole process is becoming so much more affordable and an essential research element for to any marketing director. I’m looking forward to working with the team at eyetracker and developing the methodology further for marketers in Australia.”

Peter Brawn, Principal, eyetracker added: “Michel’s expertise is unparalleled in the industry. He has pioneered much of the methodology and application that we now take for granted. Having Michel on board in an advisory role gives us the deepest and broadest level of specialist eye tracking knowledge in the business.”

eyetracker has formed a partnership with leading Product Management consultancy, brainmates. The new partnership enhances the scope of usability testing available to brainmates clients providing access to accurate, in-depth analyses on how users’ interact with products – where they look and their levels of cognitive engagement.

eyetracker’s research is an affordable testing methodology used to complement traditional market research and usability testing methods. It provides actionable research findings which can be used to guide design decisions during the product planning and testing phases.

“The ability for eye-tracking systems to capture what customers look at, how they move their eyes over a visual, and where their eyes linger will ensure our clients will have the best intelligence available to make the right design and content decisions”, says Adrienne Tan, Director of brainmates.

brainmates’ clients that require assistance in defining market requirements and testing of digital products can have access to eyetracker’s qualified experts and premium technology for high-quality market research and usability testing.

About brainmates

brainmates is a Product Management consultancy that offers ‘on-tap’ product management services to businesses that need to launch or change products quickly in a resource constrained environment. Their Product Management services help businesses remain agile and dynamic in competitive markets. brainmates experience extends to strategic and operational product involvement on numerous telecommunication and new media products and services. Their clients include Telstra BigPond, AUSTAR, UBI World TV, eBay, Fairfax Digital and Yes Optus.

For more information contact Peter Brawn in Australia on +61 2 9962 9637.

The research commissioned by JCDecaux and BAA was conducted at the international departure lounge of Heathrow Terminal 5. It tested passengers wearing the Mobile Eye eye-tracking glasses as they moved freely through the airport. The Mobile Eye monitors a person’s eye movements, pinpointing where they look, collecting point of gaze and pupil information during the performance of natural tasks.

This study found that the screens’ impact at the airport is extremely high with passengers seeing almost 100 DAPs on average on their journey through the airport with movement in the media message confirmed as a key element.

The non-linear way people who are on the move look around their environment is also of note. The report concluded that advertisers should refresh their creative in banks of three to four screens so that passengers can absorb messages before reaching the next bank of screens where the message can be reinforced.

JCDecaux Airport Marketing Director Richard Malton said: “The research provides a new level of understanding about digital media, with important findings that will shape the face of future campaigns at our airports. The eyetracker research has demonstrated the high levels of engagement of the Digital Airport Panels, showing that it is a highly efficient medium with no wastage.

“It has proved that even small movements capture passengers’ attention, which has important implications for the introduction of live feeds and countdowns on our DAPs, to constantly refresh the screens for the eye,” he added.

For more information contact Peter Brawn in Australia or Iain Janes in the UK.

eyetracker is delighted to announce the expansion of our network into Europe with the formalising of our partnership with eyetracker Europe.

Based in London, and founded by Iain Janes, eyetracker Ltd is Europe’s only specialist eye tracking research agency.

The partnership means that eyetracker is now better placed to service global clients like JCDecaux, P&G, Tesco and Vodafone, coordinating and implementing customised eye tracking research projects across Asia Pacific and Europe.

Commenting on the partnership arrangement, principal Peter Brawn said: “Working with eyetracker in the UK provides us with access to a broader team of eye tracking research specialists and far deeper local knowledge of the European markets. Together our offices will provide a standardised approach, consistent research methodology and high quality service and results giving our customers the ability to exactly replicate studies across Asia Pacific and Europe.”

Together the two offices have over 20 years of specialist eye tracking research experience and now offer international eye tracking research for global companies from one source.

UK principal, Iain Janes said: “With more of our clients demanding a global solution, our partnership with eyetracker in Australia provides us with expertise across Asia Pacific and useful local knowledge and specialisation. And with Peter’s reputation as a pioneer in this field we can now justly claim to be the world’s leading specialist eye tracking research company”

The partnership provides customers with cost-efficient and time-saving benefits by enabling eye tracking studies across countries within a very short timeframe. The partnership also provides access to the best equipped lab facilities in the world.

In their 20 years of work in eye tracking research, the two teams have built up an impressive reputation in fields including market research, customer experience testing, media and advertising research as well as pack and shelf testing and live shopper studies.

For more information contact Peter Brawn in Australia or Iain Janes in the UK.

The Outdoor Media Association (OMA) has commissioned eyetracker to undertake a study to explore how drivers visually interact with traffic signage and outdoor advertising in a motorway environment.
In the past, live driving studies have been difficult to carry out because eye tracking equipment wasn’t designed to be portable or respond to different lighting conditions. However, the tetherless and lightweight Mobile Eye eye tracking system is tailor made for performing in-vehicle driver studies in a real-world setting. It is responsive to bright or dappled sunshine and performs just as well in conditions where there are reflections and shadows.
Commenting on the study, principal Peter Brawn said: “This study is another prime example of how the Mobile Eye has opened up a new range of research possibilities in live driving and in-vehicle studies. The Mobile Eye means this type of research is now really straightforward and practical to undertake.”
The research will be carried out during 2009.

Contact us for more information on the Mobile Eye.

ASL’s Mobile Eye revolutionised the use of eye tracking and opened up a wide new range of applications in many different industries and disciplines.

The Mobile Eye allows unrestricted movement and combines highly accurate point of gaze with audio capability that records what the respondents are saying as they view their environment. It has revolutionised market research capabilities for studying consumers in real environments and how they interact with everything from packaging design, point-of-sale displays and outdoor advertising.

The Mobile Eye also enables a new level of research precision in traditionally difficult applications like live driving and in-vehicle studies, OHS and training, sports science and kinesiology.

Designed to be worn by an active subject, the Mobile Eye is unobtrusive with lightweight optics and a recording device that is small enough to be worn on a belt. It’s also ideal for studies involving children and durable for use in many sports applications.

It comes with a new handy case that can hold all study accessories including laptops.

Contact us to see the new Mobile Eye in action.

The Mobile Eye which is ideal for live shopper studies was selected to demonstrate how the eye responds to both the subtle and obvious marketing ploys that supermarkets use to make us buy more.

The show’s host Peter Rowsthorn was fitted with the Mobile Eye which tracked his eye movements, monitoring where he looked as he shopped.

Eye tracking studies show how shoppers are influenced by promotions and displays, particularly at the end of the aisles and at the checkout. Likewise studies clearly demonstrate how items placed in our line of sight quickly grab our attention, while other items placed on high or low shelves find it really hard to get noticed.

The data generated from the studies like this help supermarkets determine where the eye is drawn and hence position products and signage to grab attention.

The findings from live shopper studies are being used to shape strategies in product design and packaging, product placement and POS.

The episode featuring the Mobile Eye is being screened on the ABC on Friday 18 July, 2008. Details of the program are also available from the How can we help website.

Contact us for more information about the Mobile Eye and Live Shopper Studies.

Peter will give a practical introduction to eye tracking, illustrating how the technology works and how it is providing unique insights in evaluating websites as key part of usability studies.

Showcasing the latest advancements in mobile eye tracking technology Peter will also highlight how eye tracking research can now move out of the lab and into real world environments, allowing studies to be undertaken in any situation where the subject needs complete freedom of movement and allows the exploration of user behaviour with authentic materials and environments.

Joining Peter as a speaker at this seminar will be John Eklund, founder and senior analyst of UX Research, who will be presenting on the challenges for usability in Agile Development. The talk will focus on usability in a project lifecycle, how it is implemented and executed and what to expect in usability from an external supplier.

The seminar will take place Canberra on Friday 23 May, 2008, from 2.00 pm – 4.50 pm. In Sydney on Wednesday 4 June, 2008 from. 2.00 pm – 5.00 pm. And in Brisbane on Thursday June 12, 2008. From 2.00 pm – 5.00 pm.

To book your place, visit the WIPA website.

UX Research is led by Usability Analyst and Instructional Technologist Dr John Eklund and has a reputation for excellence in user experience.

Panalysis is headed up by Rod Jacka, and provides broad expertise in web analytics, search & email marketing measurement & optimisation services.

Web Usability reviews, advises and trains on matters of compliance with W3C standards and is led by Roger Hudson who is highly regarded in the area of web accessibility.

The partnerships complement eyetracker’s core business services and enable a holistic approach to user experience optimisation.

Commenting on the partnerships, principal consultant, Peter Brawn said: “Formalising our relationships with UX Research, Panalysis and Web Usability creates one user experience team with the highest levels of expertise in the Australian market.”

This means that eyetracker now offers the broadest and most complete line of eye measurement and recording solutions available on the market today.

ASL has pioneered in the examination of human eye movements and pupil dynamics for over 30 years. ASL was the first company to develop a head-mounted eye tracker, eye/head integration, parallax-free optics, and many other features that have become industry standard.

This partnership will facilitate both the sale and rental of ASL’s extensive line of video-based eye tracking equipment to the Australian and Asia-Pacific research communities. ASL equipment will also be used in the eye tracking research services that eyetracker provides.

Peter Brawn, Principal Consultant, at eyetracker said: “Clearly, we are very excited to offer our customers ASL’s extensive product line. ASL’s capability to build customised eye tacking equipment will continue to be welcomed by researchers that seek unique solutions.”

Virginia Salem, Customer Relations at ASL commented: “We are thrilled to partner with eyetracker. Dr. Brawn has been involved with eye tracking for over two decades. We share a clear vision of where we, as a team, can positively impact this research as we endeavour to find solutions to more types of eye tracking applications.”

To see of our range eye tracking solutions from ASL, please Contact us to set up a demonstration.