Viewer Insight -- Cross Marketing Inc.

Marketing communication activities through mass media continue to play an important role for brands to create awareness, generate brand image and build positive Brand linkage. For many clients, websites can be a point of purchase for their products/ services and an important vehicle within their marketing mix.

Cross Marketing offers its eye tracking research solutions for visual marketing materials (Fixed View Tracker), which can be combined with our Emotional Response Tracker (ERT) allowing us to analyze the effectiveness of websites and other market communication related vehicles.

Computer monitor-type eye tracking system, which records visual fixation movement of various marketing materials including print ads, television commercials and websites.

GSR (Galvanic Skin Response) records individual emotional arousal when exposed to stimuli. The technology itself has been applied to the field of psychology - and today is used in market research for tracking consumers' reaction to various marketing materials.

GSR is based on a technology which measures and records skin resistance when releasing low levels of electricity onto the surface of the respondents' skin. Skin resistance changes with emotional arousal when neurons transmit electrical signals to each other in rapid succession. The recording of GSR is conducted by sensors attached to the respondent's fingers. It measures the level of the respondent's emotional interest in what she or he is exposed to and is especially effective in combination with FVT.

Our Emotional Response Tracker (ERT) methodology is used to test the effectiveness of television commercials, which tend to be passively viewed, as opposed to other forms of advertising which are normally viewed more actively. ERT allows to measure the level of emotional arousal, and hence, the television commercial's level of effectiveness in terms of generating viewer interest.

In combination with our eye-tracking solution (FVT), analysis is achievable in regard to which elements within the tested television commercial are effective or merit improvement.