Kathy Barber is a highly motived Strategic Insights specialist with in excess of 25 years of experience in making being insight led a reality in large global organisations across, food, alcohol and consumer pharma, leading diverse teams to leave lasting legacies. Always seeking balance, Kathy is a keen runner and can be seen running around Homebush Bay with head phones on chilling out!
The ‘holy grail’ for marketers is unlocking those decision-making moments that best influence and persuade consumers; however, the increasing dynamics and complexities of the shopping environment mean consumers are naturally developing new shortcuts and strategies to navigate stores and make purchasing decisions. Direct questioning and conventional research often reveals inconsistent insights. Integrated Eye-tracking research cracks this code providing access behaviour as it occurs to decode the mental shortcuts consumers use to make choices. Helping identify and isolate the impact of different stimuli that drive shopper behaviour, we’ll show how eye-tracking is pure unfiltered access to consumer behaviour; and delivers actionable opportunities to influence and persuade.
In a powerful showcase accessing the subliminal and conscious minds of consumers, Kantar TNS and GSK Australia reveal how innovative eye-tracking research was integral to getting to influencing the behaviours of the customers of one of their leading healthcare brands when recalled behaviour or claimed intentions did not match actual observed behaviour. The evidence-based approach eliminated qualitative interpretation leaps and helped GSK make decisions about touchpoints with a direct impact on sales. This presentation will also reveal the flexibility of eye-tracking for bespoke solutions across different channels and platforms.