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NEWS FLASH : Acuity Show Signs Of Intelligence? April 1, 2010

Posted by Jon Ward in 22059602, Advertising, Market Research, Marketing, Technology, Updates.
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Yes it’s true! With the addition of our range of market and shopper research tools to supplement or compliment eye tracking we can now offer a whole new level of behavioural tools to give even more insight to your clients… Eye tracking is a powerful and flexible tool and with the advent of widescreen trackers, head mounted (body worn) units for free roaming tests and the flexibility of the Tobii X series to also test real world objects we can add valuable data to research on a wide multitude of fields across the research industry, marketing and media sectors and academic world. Our new suite of products give us the power to validate our findings, identify areas we made need to delve into further and also add previously uncaptured data into the mix.

Audience counting / attention tool :

I have blogged about this before, and the interest has been fantastic. Using a shelf, fixture or window based camera this tool allows the operator to capture the number of viewers, potential viewers and the dwell time of people interacting with their stimuli or media. Think about how many people walk past a shop window, and then think of how many actually stop and look in at your range of products…. if this conversion rate between people with the opportunity to see the display (and therefore be tempted to com in and purchase) and those that actually viewed we may need to change something. With this tool you would have access to this data instantly. And not just from one location, display or fixture… these units can be linked together to have hundreds of cameras across a site or an estate all capturing useful and valid metrics such as the number of people passing a point of interest, number of viewers, average dwell time, peak flow times and more. This data can be accessed remotely via a web client, ideal for corporations, brand managers and owners to review their estate from the office or home. But there is more functionality as well, as the system will also capture the gender of your viewers and break them into one of four age groups so you have a very detailed demographic breakdown of all your customers, and potential customers – 24 hours a day, 7 days a week. On top of that we can integrate the system into a digital signage system so we can look at determining which advert was the most popular on a rolling advert stream, did it meet it’s target demographic or we can change the advert to suit the audience – automated, tailored marketing…. there are a couple of screenshots below but contact me at sales@acuity-ets.com for more details and to arrange a demonstration.

Queue counting :

In busy retail environments, airports and public locations  (just to name a few examples) the management and handling of queues are vital for both smooth operation of the business or location, managing customers expectations and also health and safety. We have all been waiting to check in at the airport and wondered how long would be stuck there (and that we should have maybe checked in earlier/ online!) what if the screens that were guiding us along the route showed us an accurate wait time (and intermixed that with tailored marketing messages using the audience tool above!). How about if we knew exactly how many people were in a  queue at any one time so that we know where to assign staffing resources? If we are managing separate queues we can get an indication of the time taken by different employees or departments to clear the queue… or simply capture data about the peak and average times to clear the queue, traffic flow through the area and more. This system can use either top mounted or side facing sensors making it incredibly easy to adapt to any potential location. Again contact Acuity on sales@acuity-ets.com for further details, or a demonstration.

People counting :

Within all retail and public areas managing the number of people or visitors is important, and this can aid with managing the environment, staffing levels and areas such as health and safety. For facilities such as shopping centres and franchised areas rents and charges can be validated and adjusted relative to the people flow around an area. People counting technology has come a long way since a person with a clipboard clicking on a hand held device or a infra red beam being broken by someone walking through (and being confused by multiple people entering / exiting at the same time). By using sensors placed overhead we can accurately count people in a out of locations, and link these to multiple entrances or exits, thoroughfares or areas.

 Traffic flow monitoring :

An incredibly powerful tool that not only takes people counting one stage further but also allows you to automatically monitor how your customers behave in store. We can follow customers around the store or environment  (no video or personal data is stored – eliminating any data protection issues) and using advanced image processing the system can accurate follow people even after they merge or converge (a cuddling couple for example) to give incredibly granular data. By breaking the environment down into areas of interest, in the same way as we would when eye tracking, we can then follow each person through their journey. On top of this we can then look at heat maps of traffic flow (example below) and also look at the most common and popular routes through the environment, broken down into maybe departments, and then sub-departments! Use this to plan the layout of the environment, revisit poorly attended areas or focus additional research to eliminate potential issues. For a demonstration of the amazing technology behind this system drop us a line at sales@acuity-ets.com.

That is just a little taster of the functionality of  this new range of products we offer – individually they are incredibly powerful, combined they give a level of detailed data invaluable in many applications. Add eye tracking into the mix and the possibilities are endless! Comments as ever are welcome or contact me directly at jon@acuity-ets.com.

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