OptimEyes

www.OptimEyes.us
email info@OptimEyes.us

Frequently Asked Questions

Q: Why do you only test image pairs against each other?

A: To give you the most direct answer to your most pressing question: (Which one should we go with?) But there are some other benefits to doing it this way, too:

You get more sensitive and reliable scores, because (in stat-speak) it eliminates a large component of sampling error by employing a repeated-measures design.  More simply: the scores you get for each stimulus in the pair are not muddied up by differences between the people they were shown to-- because it was the same people for both.

It is more efficient. It makes it possible to use smaller samples than conventional tests require in order to achieve an acceptible level of accuracy. So with this design, we can deliver more reliable, more discriminating data at lower cost. A win-win, so long as what you want to know is "Which one do they look at"

 


Q: How can OptimEyes help me find which of 4 or 5 alternatives will grab the most eyeballs?

A: Remember tournament ladders in sports competitions?  After you test A vs B and C vs D in the first round, you test the winners of those two matches in round two. Even after the first round, though, you can know that you have already eliminated the worst half of your options. 


Q: Can't an image or headline get a high attention score but not be the best one for my project?

A: Absolutely. Although we are assuming that when you submit two options to an OptimEyes test, you have already decided that both seem like reasonable alternatives for your campaign.  If you think one or the other is unlikely to communicate the tone or branding or message you want to get across, don't test it.

There will be times when follow-up research is required, of course, to answer questions or to refine your campaign.  Attitudes, recall, feelings, perceptions, and expectations are often critically important. There are many research suppliers (including us) who do a first-rate job of doing these kinds of cognitive-probing studies, and Market Research Departments in many companies are very knowlegable about them. OptimEyes is not a replacement - only a pre-screening tool to ensure that whatever you go forward with will be able to break through the clutter and get noticed.

Q: Is OptimEyes' behavioral attention measurement a kind of eye-tracking service?

A: Yes in the sense that OptimEyes looks at gaze direction, as eye-tracking services do.  But No in that it differs profoundly from the way that eye-tracking methodology has evolved and the questions it is called on to answer.

Eye tracking determines the elements and paths the eye fixates within a stimulus It is often very interesting but not so often does it meet the standard of actionablility and need-to-know

OptimEyes determines whether the stimulus gets attended to at all, when viewed in a cluttered context - which for most creative decision making is a more critical, actionable, need-to-know.

Eye tracking is typically a highly intrusive methodology, involving complex apparatus and tight controls over a viewing experience that is not typical of viewer experience

OptimEyes involves people sitting at home, looking at their own computers with their own webcams and seeing a 90 second reel of images and text very like other stilmuli they see every day on their screen.

Eye tracking data is complex to aggregate, analyze and portray.  Converting all the unique paths that different respondents' eyes followed into a meanigful collection of scores is not a trivial excercise, and its interpretation is often a challenge.

OptimEyes data is very straightforward At a given point into a stimulus, what percent of the sample were looking at it? and what is the average attention score over all the points that observations were made. These figures are very like the feedback that performers get from live audiences:
    "Are they with me now?"
    "Were they with me through the show?"

Eye tracking data is expensive, labor intensive, cumbersome for large samples, and slow to collect

OptimEyes data is quick to collect and extremely affordable - so affordable that it doesn't require high-level signing priviileges.

Eye tracking typically focuses the viewers' attention on the image of interest to the client.

OptimEyes finds out whether it is of interest to the audience in the first place.

Q: How can OptimEyes find which of 4 or 5 alternatives will grab the most eyeballs?

A: Remember tournament ladders in sports competitions?  After you test A vs B and C vs D in the first round, you test the winners of those two matches in round two. Even after the first round, though, you can know that you have already eliminated the worst half of your options. 

 

 

Key points

  • OptimEyes is directed first and foremost to the needs of creative decision making.

 

 

 

  • OptimEyes tells you which one they look at - not which is "better".  That is for you to decide, based on all your communications objectives.

 

 

 

  • OptimEyes can give you data to defend more creative Creative.

 

 

 

  • OptimEyes finds out whether people will notice it, not what pieces they look at or what they think and do after they are forced to notice it.