Adcomm's first two issues May 2012 Launch issue

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

Adcomm's first two issues May 2012 Launch issue | Page 42