Our client needed to improve the performance of their current magazine, ensuring that it will engage and inspire customers to purchase the products offered. Overall, their strategy was to complement and enrich the impact of the digital campaigns with a powerful print ad. In order to achieve their goals, it was necessary to evaluate whether it was visible, able to transfer the most relevant messages and drive action to the target group.
We apply a unique research methodology that combines traditional market research techniques (such as in-depth interviews and surveys) with the latest eye tracking knowledge. Our methodology allows to uncover the visual navigation, behavior and experience when consumers interact with print ads.
Our approach allowed to explore the natural behavior of customers when interacting with the magazine, and to obtain a detailed evaluation on the performance of the particular print ads. EyeReply was able to recommend an optimal design for a print ad that allowed to transfer efficiently the most important messages, improving the ability to engage and appeal the target group to purchase new products.