We had a guest speaker come in to talk to my Brownie Guide group on Monday for their Disability Awareness Badge. In a wheelchair at 21, Anne has gone on to become a successful solicitor who has sailed the Atlantic well before the internet was established. But Anne has offered me a view about how making experiences amazing, beyond simply functional, is the key to her living her life to the full.
We talked about Christmas shopping, working from home, sources of information to improve life with a disability and how charities are behind the times with technology. Nowadays, with the technology available, Anne can be just as able as I am, but she is also more bound to using it than I am. Focussing on just Christmas shopping, this is when it really drills home that when you make an effort to make an experience amazing for your customer, for some you are massively enhancing the quality of their life.
‘Observe don’t ask’ I seem to bleat endlessly like a broken record (showing my age now, I mean a um… corrupted memory sector) ‘what people do is often very different from what they say they do’.
When you ask people direct questions (even well formed ones) then they are reliant on their concious executive mind, something they often don’t activate when doing the thing you are asking them about, and certainly not in the way that you are asking them. Also they lie (or confabulate as researchers like to call it) and make stuff up based on their assumptions rather than reality (postrationalise). This is because they don’t remember, don’t want to appear stupid, want to please you, want to appear superior, and numerous other things including they just don’t plain know.
What are you looking at?
I’ve got loads of examples and demonstrations of poor research (not carried out by Bunnyfoot I hasten to add) including disastorous actions that major global companies made because they based their decisions on poor (and expensive and extensive) research – those are for another day. Here I provide a fun example instead.
Above picures shown to 30 men and 30 women whilst individually eyetracked. Results below - can you tell which was from the 30 men and which from the 30 women?
Tom aged two and a half plays teletubbies – video from 2004 – see if you can see his choices before he makes them – simple demonstration of the power of eye tracking.
This is my son 5 years ago – and my favourite demo ever of eyetracking – I use it all the time and must have show it hundreds of times now – time to release it to the wider world to view. Read the rest of this entry »
I am often asked how the eyetrackers work (second only to why the name Bunnyfoot?) – so here it is – in essence it is really simple – a digital camera videos your pupils (the holes that let light into your eye) and a computer works out where you are looking based on the video images.
Well there is a little bit more to it than that (not much though):
The infrared diodes shine light on the person in front of the eyetracker (it’s 14 times less strong than that emitted from a TV remote – so doesn’t burn their eyes out).
How do you measure the effectiveness of your in-game ad investment?
Do you need to know accurate performance and brand engagement metrics?
It is not just about brand awareness or brand recall anymore, the new era of digital innovation provides us with an array of rich media to communicate with the increasingly cynical consumer. Games offer a huge untapped market with a broader profile than typically assumed. 59% of the UK population (26.5million) are gamers and 45% of those are women! Playing games is not just a nerdy boy thing anymore. Read the rest of this entry »
How do you choose between different creatives? It helps greatly if you can get answers to the following:
Is the creative going to make consumers look at the brand and the product?
Which creative will have better brand recall?
Which creative has the clearest marketing message?
Under realistic circumstances will the key messaging get through at all? Do they get the message from the limited time exposure? Read the rest of this entry »
