Sport Eye Tracking allows Havas Media and Havas Sports to assess whether brands are effectively looked at by TV viewers during sports broadcasting.Does the viewer focus only on the game action or does he also spot brands on television? How long is the brand really looked at compared to the time it is visible? What are the most efficient locations for a brand? An exclusive study implemented during a Rugby game including 30 brands and 21 spots answers these key questions and illustrate the relevance of the new tool Sport Eye Tracking.
The main objective of this paper is to present a set of non-parametric tests that allow the analyst to detect the presence of purchase-event feedback. The principle is to set aside the potential impact of heterogeneity by analysing data at the individual level, i.e. consumer by consumer. The null hypothesis is that each person has a constant, personal, likelihood of purchasing a brand. If this hypothesis is true, then the purchases would be allocated randomly over time. On this basis, distributions can be computed for quantities such as the total time span separating the first and last of a series of purchases, the time between the initial trial and the first repurchase, the time between the initial product trial and the last repurchase. The observed values for these quantities can be then be compared, consumer by consumer, to the hypothesized distributions. Rejecting the hypothesis implies that probabilities are affected by purchase-event feedback and tend to be higher, for a given consumer, just after a purchase. One can combine test results at the individual level (thus avoiding the heterogeneity problem) into an overall assessment of the hypothesis.
We show how using one expert system allows us to go further and quicker in the analysis of the enormous amount of data collected by scanner in a sample of stores. In particular the first step of our research is to be able to condense, to structure this data in a automatically generated report, underlining the significant elements.
The constantly developing equipment of outlets in electronic check-outs offers new possibilities of responses to manufacturers' information needs. In fact, the installation of test zone like the SECODIP SCANNEL proves, at the same time, the dynamism of research companies and their willingness to apply new methods in the market research field. In France, the SCANNEL concept has been used by SECODIP since 1985. A test zone is already in action while 2 to 4 zones are likely to operate during the years 1988/1989.
During the last few years market researchers endeavoured to create a new approach of the consumer behaviour, for instance in the field of life style analysis or more generally of the attitudes of the consumer towards the product or its distribution. Panel operators whose main wish is to offeranas wide as possible knowledge of the consumer- have tried to integrate these new means of analysis in their permanent samples, thus creating new more efficient ways of using consumer panels. Our paper will describe some recent applications on the Secodip consumer panel . First we will present some examples of a better knowledge of the consumer : 1. Geo types 2. Life styles 3- Specific typologies 4. Consumption circumstances In a second part, we will show consumer panel analysis can better integrate the actual supply multiplicity 1. In terms of stores 2. In terms of assortment.