Adcomm's first two issues May 2012 Launch issue | Page 42
Instore
Adcom media
EYE CATCHING!
Primedia Instore
services 10 000 retail
outlets from the
top-end (higher LSM
market) through the
spectrum to 11 000
outlets at the lower
end of the LSM scale. The company invests in research tools to
better understand shopper behaviour.
• Tobii Eye glasses
TOBII EYE TRACKING
When marketing FMCG goods, do consumers notice what
promoters want them to; how effective is the medium; and
how can results be accurately measured? Teele Mapetla,
Assistant Brand Manager, Primedia Instore, has the answers.
• Teele Mapetla Assistant Brand Manager, Primedia Instore
Eye tracking covers eye movement from one point to another
and establishes ‘fixation’. It also identifies ‘heat maps’, which
show participants’ dominant fixation in specific areas. ‘Hot
colours’ indicate the areas most fixed by participants. “This type
“The human eye can have up to five fixations (the point where
of feedback,” Teele adds, “allows agencies to establish whether
the eye is fixed on ۙH