Collaborative Intelligence: From Eye Tracking to the Right Concept Testing Insights

Overview

Civicom worked with our client, who conducted a project to identify viable marketing concepts for a leading generics and biopharmaceuticals company, aiming to improve patients’ lives worldwide.

This project was a collaboration between our client as the researchers, the recruiting company, Civicom as the interview platform and tech support provider, and an eye-tracking service provider.

The Challenge

The objective was to present patients and healthcare physicians with various advertising concepts (e.g., TV ads, brochures) regarding the biopharmaceutical company’s new treatment and to collect their feedback on which ideas appealed to them the most.

However, the challenge with this project was how our client, the recruiting company, Civicom Marketing Research Services, and the eye-tracking service provider could blend their technologies and collect qualitative data based on human characteristics such as eye movement and oral communication.

What We Delivered

Prior to interview fielding, we held 2 briefing sessions with our client, the recruiting company, and the eye-tracking service provider to discuss how the project would be executed as well as how the eye-tracking tool would be integrated into our usual screen-sharing process.

The client targeted 20 60-minute patient sessions and 18 60-minute sessions with healthcare providers using Civicom CyberFacility as the main interview platform. Patient sessions included an eye-tracking exercise using the eye-tracking service provider’s technology and an online interview afterward. Additionally, only online interviews were done for healthcare provider sessions.

Researchers tracked patients’ eye movements when presented with various stimuli options while simultaneously recording which product aspects captured their interest. Afterward, the patients joined an online web room to share their opinions on which concept they thought was most appealing. Meanwhile, the doctor/physician sessions were conducted via webcam interviews on CyberFacility to gather their feedback on whether the product was accurately depicted in the stimuli.

What was critical in the patient interviews was that eye-tracking was a success. To ensure that the technology worked throughout the session, respondents had to maintain good posture with minimal head movement, have good lighting (no backlights or window lights), and have ample bandwidth with a stable internet connection (minimum of 8mbps).

Civicom conducted tech checks with each respondent to ensure respondents could log in to the meeting web room, share their screen, and execute set-up and calibration. Our client and the recruiting company were also updated on respondents’ tech check completion as this determined their preparedness for the meeting.

Since the stimuli for this project were incorporated into the eye-tracking service provider’s link, revisions had to be made. Civicom Marketing Research Services managed to arrange a couple of last-minute updates to the link before facilitation.

Value-Driven Outcomes

In the end, we completed a total of 20 patient interviews with the eye-tracking exercise and 19 interviews with healthcare professionals who participated in webcam sessions. We also supplied our client with 39 downloadable videos they could manipulate and edit to extract valuable insights.

Through eye tracking data, our client researchers identified which concepts appealed most to the senses and emotions. Additionally, the qualitative feedback from patients and healthcare professionals provided them with in-depth insights on why certain concepts captured their target audiences’ attention.

Using a blend of technologies, the researchers provided the biopharmaceuticals company with data-based recommendations on how to improve their advertising campaigns for increased customer engagement.