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Follow the Eyes.
Byline: Benjamin Sutherland
It's sometimes known as the trigger, the kicker or the launching pad: the part of a package a shopper is looking at when he decides to flip the cereal box to read the back. The gesture is a strong indication that the sale has been clinched. Attempts to locate and understand that sweet spot have traditionally entailed guesswork. Now marketers are beginning to crack the mystery.
Devices that measure the direction of a person's gaze have dropped so far in price that the technology is now within reach of the most modest of marketing teams. By detecting the reflection of infrared light shone into an eye, video cameras mounted on the head of a test subject or on a computer gather data that allow software to chart a moving gaze. Two years ago San Francisco marketing firm Eyetools charged $30,000 per study. The fee is now $3,000, and revenue is up 50 percent over last year's.
InVivo Marketing in Paris fits test shoppers with goggles that transmit data wirelessly. It runs 15 mock supermarkets across Europe. CEO Eric Singler says gaze tracking for clients Procter & Gamble, L'Oreal and Nestle has revealed much about the launching pad. Its purest manifestation is on cereal boxes. It is the fourth and final ...
- Baloch scholar fears Pakistan be used as launching pad against Iran.
- News wire article from: PPI - Pakistan Press International June 19, 2007 700+ words
...especially in Balochistan province as a launching pad for its attack on Iran. In a statement...reportedly refused to provide the US with a launching pad for attack on Iran. In this scenario...was eyeing Pakistan as its potential launching pad for attacking Iran. Mr. Khan demanded...
- KFH's launching pad to region.
- News wire article from: Asia Africa Intelligence Wire June 23, 2005 700+ words
...Malaysia)) Byline: ..HL: KFH's launching pad to region ..ZO: C-Central...country, expects to use Malaysia as its launching pad to promote its I KUWAIT Finance House...country, expects to use Malaysia as its launching pad to promote its Islamic banking products...
- Second Indian launching pad for satellites ready for inauguration.
- News wire article from: Asia Africa Intelligence Wire November 27, 2003 700+ words
...International Reports) Shillong, 27 November: India's second launching pad for satellites had been completed and was ready for a formal...November]. Having been completed about three months ago, the launching pad was likely to be inaugurated by the end of January, he said...
- Al-Qaeda is using Fata as launching pad for their terrorist plots, British High...
- News wire article from: PPI - Pakistan Press International June 12, 2008 700+ words
...Wednesday expressed the concern that Al-Qaeda is using Fata as launching pad for their terrorist activities and plotting terrorist actions...Robert Brinkley said that Al-Qaeda was using the Fata as launching pad for their terrorist actions around the world and they were...
- FBI head tells police Malaysia not deemed "launching pad' for 11 Sep terror.
- Newspaper article from: BBC Monitoring International Reports March 14, 2002 700+ words
...of Investigation (FBI) does not consider Malaysia as the launching pad for terrorists involved in the 11 September attacks on New...the terrorists have met and planned and to use the words "launching pad" is certainly inaccurate," he said. Prime Minister Datuk...
- KOREA'S DAEWOO LOCALIZES PRODUCTION OF MISSILE LAUNCHING PAD.
- News wire article from: AsiaPulse News December 19, 2002 700+ words
...for the first time in the nation's history. The missile launching pad is made of a hightech cast-aluminum, using expertise a...US$4 million of imports substituted. "The new missile launching pad is a competitive one in terms of quality and price so we...
- Sri Lanka: Tamil Tigers say they destroyed army's artillery launching pad.
- Newspaper article from: BBC Monitoring International Reports August 15, 2006 700+ words
...battalion has returned to its base after destroying the artillery launching pad at Mandativu, said the LTTE military spokesman, Illanthirayan...said, "Mandativu was being prepared by the military as a launching pad for attacks against the Tamils. Our amphibious forces have...
- Launching pad: Sun Chemical looks to its Bushy Park plant to drive its...
- Magazine article from: Coatings World Esposito, Christine Canning August 1, 2005 700+ words
...For Sun Chemical's Performance Pigments unit, Bushy Park is more than a facility; company officials see it as a launching pad. "It is an outward signal to the industry that we are serious about being a global supplier and are challenging others...
- Launching pad for young singers marks 50th year.
- News wire article from: Asia Africa Intelligence Wire March 4, 2003 700+ words
...praise it's been getting. Happily, it has much more going for it. As the special clearly showed, it has served as a launching pad for many young singers whose careers have prospered through the years. This indicates that Clark has a keen eye for real...
- 'Launching pad for Umno revival'.
- Newspaper article from: New Straits Times June 29, 2009 700+ words
Byline: Firdaus Abdullah KUALA KRAI: Umno is gearing up to make the Manik Urai by-election the launching pad for its resurgence in Pas-held Kelantan. "We are moving to lift the spirits of the people and persuade them to join in our...
Source: HighBeam Research, Follow the Eyes.