OptiMARC, a visual communications research tool, uses the latest in eye-tracking technology to examine consumer involvement with your marketing communications materials.
This qualitative and quantitative research tool is an interactive non-obtrusive technology that accesses behavioral and attitudinal measures providing immediate consumer insight for:
Viewing Analysis |
Hot Spot Analysis |
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Package Designs | |
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Print Advertising | |
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TV Commercials | |
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Direct Mail | |
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Outdoor Advertising | |
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Free Standing Inserts & Circulars | |
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Websites | |
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Signs | |
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Brochures | |
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POS Displays | |
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Magazine Covers | |
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And More... |
Respondents look at a specialized monitor where various forms of media are uploaded for viewing. OptiMARC tracks and records where and when a participant is viewing the executions displayed on the screen. When applied in a qualitative context, this visual communication research tool provides immediate feedback such as:
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Viewing Replay — real-time scan path of eye movement and area of focus across media | |
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Viewing Analysis — static plots of fixation and scan path across media | |
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Hot Spot Analysis — aggregation of multiple viewings and areas of focus across media |
M/A/R/C Research provides full-service OptiMARC research design, data collection, analysis and on-site modification services.
Click to see a 50 sec movie clip of OptiMARC in action
OptiMARC technology is currently available in Dallas, TX; Phoenix, AZ; and Edison, NJ.
Clients may view OptiMARC eye-tracking real-time from the viewing room or remotely on a PC via Focus Vision.