Copy Cat Brands – Who is Trying to Steal Your Attention? October 31, 2016Posted by Jon Ward in Advertising, eye tracking, Market Research, Marketing, neuromarketing, Shopper Research.
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Tim from Acuity has recently been speaking at a conference in Peru where he presented some of the exciting findings from our parasitic brands research last year. Using the world leading facilities at the GSK SSL and in partnership with the British Brands Group we tested people’s recognition of famous brands and their not-so-famous imposters under a variety of conditions. Have a watch of the video below and maybe head over to the Acuity Intelligence website and read more about the study here : http://www.acuity-intelligence.com/blog/statute-of-imitations
3D – The Key to Tobii’s Performance Lead October 17, 2016Posted by Scott Hodgins in eye tracking, Glasses, Market Research, Marketing, Media, neuromarketing, Shopper Research, Technology, Tips And Tricks, Tobii, Updates, Usability & UX.
Tags: eye tracking, eyetracking, Marketing, research, smi, Technology, Tobii
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This post is trying to answer some of the most common questions that we get asked – Why should I buy a Tobii? Why is it better? System “X” has a “better head box” and system “Y” is cheaper.
The answer from our point of view is simple, the eyetracking is more accurate than using other systems for more people over a longer timeframe.
This is a pretty grand claim, why are we so confident?
Let’s start at the beginning; Eyetracking itself is straight forward, there are several well documented methods to find and follow the pupil, Tobii uses a non-intrusive video based technique called “Pupil Centre Corneal Reflection” (PCCR). Essentially an IR illuminator is used to help differentiate between the pupil and the iris, it also creates a highlight or glint that we use as well. The Tobii systems use an improved version of this idea, the secret-sauce as it were being a combination of two things, illumination and data modelling. These two areas allow the remote and wearable trackers to monitor the respondents relative 3D position in space, adjust the calibration parameters in the 3D physiological model, and therefore afford a far greater range of movement than similar systems while keeping accuracy and precision.
(Figure below shows the native 3D data from the TG2)
Illumination: Tobii can use up to two different lighting techniques known as bright and dark pupil to optimise the illumination for the participant in that location, and crucially when they move we can adapt the illumination to keep track of them. This allows a Tobii to offer people greater freedom of movement while retaining the tracking accuracy without the need for constant drift correction from the system operator.
Data modelling: The Tobii method is different having typically used multiple cameras in their research grade eyetrackers and have done since the launch of the T and X series systems in 2007/8. The advantage of using multiple cameras is that we can physically describe the location of the eye in space. That is to say we know with a very high degree of accuracy where the centre of your eye is, and which eye it is, for every sample recorded. The slightly different images from the pair of cameras in an X2 for example allows the creation of a 3D physiological model of the eyes it is tracking during calibration. This approach allows Tobii to understand the movement of the eye or the eyetracker should one or the other move and adjust the calibration accordingly with a high degree of precision.
The net result is that the these systems can accommodate movement, even if the head leaves the area trackable by the hardware and can recover tracking when the eyes are visible again, this is one of the reasons people keep choosing Tobii for demanding applications like infant research and in-vivo commercial research. In a recent study Acuity Intelligence recruited 330 people as they were entering supermarkets and didn’t have to turn away a single participant because they could not be tracked – a first for any data collection exercise with this number of people regardless of the brand of technology they were using.
Don’t just take out word for it, please challenge us, whether it is onscreen, in the real world or in the emerging AR and VR application areas we can help.
Neuro-Tools : Essentials September 23, 2016Posted by eyetrackrob in Biometric, Captiv, Market Research, neuromarketing, Shopper Research, TEA, Technology.
In recent years eyetracking has become a standard measurement in many research fields and with the “neuro”-hype many companies and universities have started to add direct and / or indirect measurements of the central nervous system to their research toolbox aiming to add an additional dimension to help understand human behaviour and decision making.
Far from being a complete catalogue of all the options currently available this series of posts will concentrate on the more practical, and commonly used, tools for commercial research – things such as salience mapping, eyetracking, facial expression analysis, electroencephalography (EEG), implicit association tests and galvanic skin response (GSR).
With the dawn of wearable fitness devices that can easily measure blood volume pulse (BVP), from which heart rate and heart rate variability (HRV) may be derived, access to these measurements have become much easier, although not without limitations as it will become clearer in this series of blogs. Additionally some of those wearable fitness devices do allow some measurement of measure electro-dermal activity (EDA) and skin temperature showing that this technology is not far from mainstream use, at least in some form.
Although the word “neuro” is very often thought as a synonym for “brain”, neuroscience comprises the study of the complete nervous system and the tools and techniques involved are suited to measure directly or indirectly certain aspects of the processes occurring within. These tools can be broadly divided into three categories : neuro measurements, behavioural measurements and biofeedback measurements. The latter is as good as a starting point as any.
Our nervous system is quite complex and can be divided into different branches which monitor and control different body functions.
One of the branches, the sympathetic nervous system (SNS), is responsible for quick fight or flight reactions. By constantly accessing the surroundings and scanning for situations that could potentially be dangerous an evaluation takes place which leads to preparations for an adequate fight or flight reaction. These preparations can be measured throughout the body and include changes in heart rate, levels of sweat on hands and feet and respiration.
The reactions of the SNS are not immediate to the exposure to the stimulus to be evaluated. Reaction times and strength are highly individual and distinct for different measures. They can vary between 400 milliseconds up to 5 seconds. As part of the fight or flight reactions, the change in sweat levels on the palms and fingertips is thought to be an evolutionary mechanism allowing a firmer grip. Interestingly this reaction can also be measured on the feet!
Changes in pulse are associated with changes in either physical exercise or arousal. If physical exercise is constant, heart rate variation can be a reliable index of arousal. Research has been conducted measuring different combinations of HRV and heart rate related to stress and to the identification of positive or negative valence and even specific emotions.
A third measured physiological measurements is respiration. The perception or anticipation of odours is depended on respiration. In other words our sense of smell and therefore emotional activation through it, is enhanced by respiration. Research has associated respiration rate and depth with emotional impact and emotional valence.
At Acuity we provide tools to measure biofeedback synchronized with eyetracking to help understand not only where people are looking but also the emotional impact that it is causing. We can provide a series of sensors from different manufacturers that can be brought together into Captiv L700, a software from our friends over at TEA ergo (click here to see a video of the TEA Captiv Software integrating a variety of neuro-tools).
We are also happy to help you with training to explain how those sensors work, what they are measuring and get you started on the analysis and interpretation side of things.
My next post will focus on GSR but I will cover other biometrics, EEG, facial expression analysis and complements to eyetracking data in the following posts.
Stay tuned or feel free to get in touch via firstname.lastname@example.org to learn more about how to use neuro-tools in your research.
Where Is The Value From Eyetracking August 9, 2016Posted by Jon Ward in eye tracking, Glasses, Market Research, Marketing, Shopper Research, Technology, Tobii, Usability & UX.
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Of the past decade we have seen eyetracking move out of the research labs and academic institutes and begin to hit mainstream uses in markets such as gaming and control of operating systems, but if we look holisitically over every possible use and application for this amazing technology one question crops up quite regularly – “what can’t you eyetrack?”
Potentially this could prompt a simple answer and we list some obvious things and limitations of eyetracking as a technology – but I think the bigger question is “will eyetracking add value to what I am doing?” as it isn’t always obvious where the return on investment is from the data that eyetracking gives you.
There are actually very few situations where you can’t eyetrack people (or indeed some species of animal!) – for example recently Tobii equipment was used to eyetrack a F1 driver (https://www.youtube.com/watch?v=zjkUUMZnTnU) where the latest technology readily mounted inside the very snug and close-fitting helmet of Nico Hulkenberg. Staying with a sports theme Zoe Wimshurst from Southampton Solent University used the Tobii Glasses on a gymnast who performed a number of backflips while the equipment not only stayed in place, but also remained accurate thanks to Tobii’s 4 camera binocular platform (https://twitter.com/ZoeWimshurst/status/760472938499936256). And while we are name dropping I eyetracked Cristiano Ronaldo some years ago (https://www.youtube.com/watch?v=2NcUkvIX6no) with a previous generation platform. Sports is one thing, but what about something different… how about primate research, yup – we can tick the box there as well! For example some trials we did with Edinburgh Zoo (http://www.living-links.org/2012/11/), and the typical uses of consumer shopper and online research, psychology, linguistics and infant research are all areas where eyetracking is heavily involved, and this is of course now developing into the virtual world, mounting systems into VR and AR units for the next generation of these fields… not to mention interaction within gaming – both user testing and for control applications (http://www.tobii.com/xperience/apps/the-division/).
So you might say “great PR but what does that give us apart from a YouTube video” – well lets look at some examples, starting with F1 – if by watching the eye movements and point of gaze of a F1 driver we can shave 0.1 seconds per lap from a 58 lap race, we gain 6 seconds. In the Australian GP 7 drivers (from the 16 that finished) could have gained a position with this advantage, one driver could have jumped 4 places – gaining 7 points in the drivers championship in the process. For a footballer, releasing the ball 0.25 second earlier because you have the ability to read the field more efficiently visual performance training could be the difference between beating the offside trap and scoring or dropping points in a multi-billion pound race to the title. In elite performance the smallest of margins can mean winning or losing, and in today’s environment that could mean the difference between fame and fortune, or fading into obscurity.
If we look at medical or clinical uses, being able to identify things like autism at an earlier stage (using non-verbal responses through measuring eye movements) allows parents and clinicians to adapt and plan a child’s education to minimise the impact on their development and lets the family be more prepared moving forward. Building up databases of typical and non-typical developing children from all walks of life both in and out of the lab allows milestones to be measured, new learning or rehabilitation techniques to be developed. Being able to extract information without the requirement for self reporting or verbal communication breaks down barriers that would otherwise mean that diagnosis may not be available for weeks, months or even years later otherwise. Using the latest techniques for training and both real and virtual presentation of scenarios means that we can now train healthcare professionals, surgeons and patients in situations that could be life threatening without the risk, and by understanding totally how they interact and engage gives us insights never before available.
When looking at process management, health and safety or manufacture there are always people in a workplace that are ‘naturals’ at what they do, they have either adapted to their task very comfortable and excelled, or more likely through repetition and learning have become expert. Using eyetracking we can observe how these people operate, understand if and how they anticipate next steps, how they scan and search for elements or their situational awareness. Next we bring on the novice or the person to improve, observe them and compare them to our experts, guiding their interactions with a proven benchmark. An accident at work can be costly both in financial and possibly human terms, so use a simulator, VR environment or test area and monitor people’s actions and movements – and pre-empt possible bad situations. Does that fork lift driver check either side of the load often enough? How is that member of the QA team better at spotting defects in products – is their search strategy different? What makes that soldier better at finding ground disturbance in the field and locating IED’s? How can we be sure a mechanic checks every inch of an engine during a service and a vehicle is safe to use?
Let’s think about consumer research – a mainstay of eyetracking and an ever growing market place. With the adoption of mobile devices on-screen real estate is smaller, we consume information quicker and we need to be more efficient at being noticed, getting our message across and of course helping the customer with their journey. A 1% increase in click-throughs, sign up or user experience could mean huge increases in a companies KPI’s but often selling in ideas and changes to a stakeholder can be challenging. Eyetracking provide a very visual way to demonstrate why customers aren’t (or indeed are!) doing what was expected on a website, image or menu system. Jumping into the retail space we are bombarded with products, signage, offers, POS, noise, colour and a whole lot more every time we walk through a shop entrance, or a mall, or a petrol forecourt – consumers self reporting their actions always has its limitations and this is even more evident in such a busy space as a retail outlet. Our eyes are digesting heaps of information, our brain is processing and discarding things that aren’t pertinent to the task and consumers simply can’t remember, never mind verbalise, all of this at the rate it is going. Unlock the subconscious by measuring the bodies leading input device – the visual system. Again small performance gains at the checkout in one store quickly multiply to large increases across a brand, retailer or globally. What distracts the shopper or draws their attention away from where we want them to look? What attracts them to our competitors? What elements do they use to navigate, make a decision or determine quality? Can people navigate around the virtual store before we invest in deploying the new layout?
Think about your project, objective or study – is the interaction with the stimulus, product, environment or other people of interest? Do you want to know what and when they use visual information at any stage in the trial to inform the decision-making process? Do you want to understand why someone is better at a task than someone else? Do you want a very visible way of demonstrating a participants behaviour to a stakeholder? If the answer to any of these questions (or many more similar to these) is yes, then there is value in eyetracking for you.
Speak to us about methodologies for your study, the different types of equipment on hand and how we can help you get the insights you need.
Just What the Optician Ordered? November 25, 2015Posted by Jon Ward in eye tracking, Glasses, Market Research, Shopper Research, Tobii.
Tags: eye tracking, glasses, market research, Studio, Tobii, upgrade
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It’s been a busy week in Sweden it seems as hot on the heels of the announcement of the amazing new 100hz speed option for the Tobii Glasses 2 system two new accessories have also been announced.
First up is the Precription Lens pack. The Prescription Lenses package contains corrective snap-on lenses for Pro Glasses 2 to facilitate studies involving subjects with either short or long sightedness. From mobile device testing and operator assessments, to sports research and wayfinding studies, these lenses will allow you to include a larger variety of subjects in your research.
The lenses range from -5 to +3 diopter in 0.5 diopter steps in order to provide support for a larger cross-section of the population with vision impairments. Separate lenses are provided for left and right eyes so you can accommodate differences between your subjects’ eyes.
Lens replacement is quick and easy with a magnetic frame that provides an easy-to-use, snap-on interface. At the same time, the solution is attached securely enough for test situations that involve a lot of natural movement, such as in sports research scenarios. Specific lens requirements and replacements are also available and the kit is supplied in a travel case.
Second is the new carry case and extended battery set. Combining a soft pouch with shoulder strap to carry the recording assistant and an external battery that neatly slots into its own holder on the bag the unit allows users to carry the recording unit in comfort and adding extra convenience for field based research with extended times between battery changes.
The case allows even quicker set-up and ease of use for the participant and researcher – and looks pretty good as well!
Both accessories are available to order now – contact Acuity for more details.
Tobii Glasses 2 Real World Mapping – Saving Time in the Real World! October 29, 2015Posted by Jon Ward in eye tracking, Glasses, Market Research, Marketing, Media, Shopper Research, Technology, Tobii, Updates, Usability & UX.
Tags: eye tracking, Tobii, upgrade
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The Tobii Glasses 2 have been a huge success, with the wide angled field of view, live wireless viewing and automatic slippage compensation thanks to the unique 4 camera binocular tracking more and more people are able to do some great fieldwork both unassisted and in a more traditional context. However as with all glasses based eye tracking platforms the analysis of the data is more time-consuming than with a screen based system as you need to code the user data onto reference images to create aggregated visual outputs and statistical metrics. This can be very time-consuming and depending on the type of interactions mapped (fixation or raw data) combined with the environment and task of the user (unboxing a product, retail purchases, driving and so on) can take anywhere from 10 to 20 times the duration of the recording to code – so 100 minutes of total recorded interactions could take upwards of 16 hours to code before you can begin the analysis.
Tobii Real World Mapping can help reduce this time considerably in many types of study by using advanced computer vision to automatically detect the gaze points based on the reference images you upload – meaning that 10x or 20x multiplier comes down to as little as 2-5x, and processing can be queued so the software can happily run along in the background freeing up valuable staff resources to focus on other tasks.Once the automatic process is completed you are presented with a chart plotting the automatically mapped points, alongside a confidence level in its accuracy and then any missed points (for example if there was a large amount of occlusion in the frame) or mapped points that need some adjustment can be manually corrected by a researcher.
This video has a brief overview of this exciting feature which will be part of next update of the Tobii Glasses Analyzer software.
Of course not every single study will be able to take advantage of the new functionality, for example very dynamic content such as sports science studies have few or no fixed reference points to work with, objects that are largely occluded constantly or are at extreme distances will not be viable but for a large number of shopper studies, product interaction, mobile and tablet applications, advertising and navigation tasks users should see a significant time savings to using the tool – and by running a pilot (see tip 28 on Tim’s Acuity Intelligence blog for a reminder of the importance of this : http://www.acuity-intelligence.com/blog/eye-tracking-tips-26-30) you can quantify this benefit and also ensure that your reference images are correct and work well – more about that another time!
The Real World Mapping is ready to demonstrate to customers now – so get in touch and we will be happy to walk you through it, and show how it can help you process your glasses based eye tracking data quicker!
The New Tobii X2 Eye Tracker – The Smallest And Most Flexible Eye Tracker On The Market! February 11, 2013Posted by Natasha French in Advertising, eye tracking, Market Research, Marketing, Media, Shopper Research, Technology, Tobii, Uncategorized, Updates, Usability & UX.
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Acuity are proud to present the new Tobii X2 eye tracker – a ground breaking development in delivering the smallest and most flexible eye tracker on the market!
The Tobii X2-30 Eye Tracker (available in Compact Edition and Wide Edition) is a revolutionary small eye tracking system, powered by the latest generation in innovative eye technology from Tobii.
The Tobii X2 family comprises of eye tracking systems at 30 and 60 Hz. The X2 can easily be clipped on to a laptop, a PC monitor, or even a tablet for a compact and is our most portable system yet!
Research anywhere – Small footprint accommodates truly portable solutions and enables expansion of eye tracking from lab to real-life environments.
Supreme efficiency – Ease of set up and operation paired with very robust participant tracking allow for cost efficient studies.
Trust your data – Unparalleled tracking accuracy within a revolutionary large head movement box ensures reliable and valid research results.
Choose between the Compact Edition and the Wide Edition – depending on your specific study context!
The Compact Edition is a smaller version of the eye tracker, measuring 184 mm (7.3’’) in length. You can use it as your portable lab or for studies that require a small eye tracker to track what participants see on:
- Laptops and smaller PC monitors up to app. 22’’
- Tablets and mobile phones (dedicated mobile device accessories will be available soon)
- Small real-world interfaces
The Wide Edition is designed for studies that require larger gaze angles (up to 37°) and enables studies that involve larger stimuli, being able to track interfaces such as:
- PC monitors up to app. 27’’
- Projections and simulators
- Large real-world interfaces
Acuity are offering both rental and purchase options. As always for more information please contact the Acuity team at; email@example.com or (0)1189000795!
Why 2013 Is Going To Be Even Better For Our Clients…. February 5, 2013Posted by Natasha French in eye tracking, Market Research, Shopper Research, Technology, Tobii, Uncategorized, Updates, Usability & UX.
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It’s been a busy couple of years with exciting developments here at Acuity. Key to this was the launch of Acuity Intelligence just over a year ago and the addition of Technical Director Dr Tim Holmes. I’ve had a few clients contact me, curious to find out the difference between the two companies: Acuity ETS and Acuity Intelligence (ETS and AI for short!). Reflecting on 2012 and what it held for the group, I thought the New Year might be a good time to clarify the difference between both and explain why 2013 is going to be even better for our clients.
Most of you reading this will already be aware of Acuity ETS. You’ll know our Directors and hopefully come to us when you have an eye tracking sale / rental requirement. Alongside this, ETS also offer training and support, giving you the tools and ‘know how’ to complete your own independent research effectively and use scientific technology to answer difficult commercial questions.
Now, if any of you know our Directors well, you’ll also be very aware that they are technology geeks (this enthusiasm is a must for anyone that joins the Acuity team!). With a (slightly obsessive) thirst for new tech, it wasn’t long before other tools that could supplement gaze data were also found by the guys. Wanting to offer these to clients too – the idea of Acuity Intelligence began!
Customer tracking / counting technology, facial and emotional recognition solutions, non-intrusive biometric sensors, browser based eye tracking to name but a few, the supplementary offering expanded quickly along with the AI team.
The end of 2011 welcomed a new company Director and Vision Scientist, Dr Tim Holmes. Actively involved in scientific research as a university lecturer, Tim was the catalyst for AI offering additional research and consultancy services based on real science. Services which include education about why technologies such as eye tracking and galvanic skin response are important measures of consumer attention and emotional engagement; the design of rigorous and innovative research projects that maximise the value of client investment by using the right combination of methodology and technologies to answer client questions; and innovative analysis and presentation of results that are scientifically accurate, replicable and focus on the meaning of the data, rather than just the numbers themselves. With Matlab and E-Prime consultancy offerings, AI also supports experiment development and data analysis in a number of Universities in the UK and beyond and is actively involved in cutting edge research at a number of institutions. In addition to all this, AI now also has product integrators and software developers in house who are feverishly beavering away on some truly unique off-the-shelf solutions as well as bespoke solutions tailored to the needs of specific customers!
Working together for you in 2013
Both sister companies offer something very different but both work together seamlessly on your behalf to provide you with a more complete research solution for 2013; all equipment rental, technical support and analysis or simply the technology and knowledge that will enable you to complete your own independent research well. We hope that by extending our offering to you, we can offer a more flexible way to make use of new technologies that add real scientific value to your research.
Your Chance to Win a Pair of Pivothead Glasses – Come See Us at Stand G77, The Ski and Snowboard Show 2012! October 29, 2012Posted by Natasha French in Glasses, Market Research, Media, Shopper Research, Technology, Uncategorized.
Tags: snow adventure
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Only 2 days until the Ski and Snowboard Show at Earls Court and I can’t wait! Scott, Tim, Alice, Nina and I are giving Acuity Intelligence a hand on stand G77 to showcase the AMAZING Pivothead Glasses!
With early starts and late finishes, it’s set to be a busy few days but with new show features, returning favourites, new experiences and spectacular stunts – oh, and did I mention a rock horror ‘Break The Ice’ party Thursday evening? It’s set to whet your appetite for your next adventure in the snow…
And what better way to capture all that snow adventure than by wearing the new Pivothead full HD 1080p hands free recording glasses available from www.acuity-intelligence.com These little gems are perfect for capturing all that daredevil snowboard and ski action and at 60 fps, you won’t miss a thing! Don’t believe me? Check it out at: http://goo.gl/1JHrZ Even better, come along and see us at Earls Court from 31st October to 4th November for your chance to win a set of your own Pivotheads!
False Memories…. October 1, 2012Posted by Natasha French in Advertising, eye tracking, Market Research, Shopper Research, Technology.
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Tim Holmes, Technical Director at our sister company Acuity Intelligence, is an avid blogger and he’s inspired me. He’s put my lack of blogging to shame so without further ado, I’m going to write my first (of many) blogs – beginning with an entry prompted by forensic psychologist Scott Fraser and a TED talk he recently gave that considers ‘Why Eye Witnesses Get It Wrong’.
Although centred on a criminal case, this talk illustrates from a different perspective why using memory recall alone can show itself to be an unreliable way of gaining evidence. It also demonstrates why it’s so important that behavioural measures and analysis techniques are used to help determine the veracity of a particular memory.
Fraser attributes false memory as ‘the reason why eye witnesses get it wrong’. He explains that we can’t cope with all the sensory input so we filter it based on what we think is important at the time. This is what attention is! So when something becomes important after the fact, it isn’t necessarily in our memory at all.
A great example of this from eye-witness world is something called ‘weapon focus’ which means that if there’s a gun present, the witness tends to focus all their attention on the gun (the thing that they THINK is a threat to them) rather than the person holding the gun (the thing that is ACTUALLY a threat to them)so in the case of Fraser’s case study, the witness only has a partial story, and with no requirement for any motivation processing, the brain then is then filled with information that wasn’t actually stored in the first instance. On reflection, I can think of many instances where I’m sure something has happened, only to be told by my husband, ‘’that’s not the case’’ (I’m SURE I told him I was going to buy that new pair of shoes….!)
So, back to Fraser’s point about false memory, if a subject is recalling an experience that they believe to be a truthful statement of events, it could still be inaccurate and misleading. In a commercial context, there’s nothing to suggest that this situation would be different if a subject were asked to recall a shopping experience and recall ‘why’ their attention was drawn to a particular pack or after being asked to ‘think about the last time they bought an item’. This was illustrated by a classic article in Psychological Review ‘Telling More Than We Know; Verbal Reports on Mental Processes’ by Richard E.Nisbett and Timothy DeCamp Wilson at the University of Michigan. In this paper, cognitive psychologists Mandler, Miller and Neisser propose that ‘we have no direct access to order mental processes such as those involved in evaluation, judgement, problem solving and the initiation of behaviour’.
Frasers talk doesn’t surprise me. It’s been suggested that 95% of all decisions we make are subconscious with Gerald Zaltman of Harvard Business School and other psychologists supporting this idea and it makes sense that if most of our behaviour is subconscious and the brain tries to fill in any gaps with what it thinks is most likely based on experience. Eye tracking and physiological measures give you specific metrics which are derived from that subconscious decision making processes in addition to a consciously expressed opinion or pieced together memory. In other words, together with the consumers self-report, they give you a much more complete picture.
On a closing note, irony would have it that during Fraser’s talk there was inaccuracy in one of Fraser’s comments about the Twin Towers, clearly illustrating a faulty example testifying a good theory.
A talk on false memory with a false memory is somewhat ironic but does prove a point!