Caltex

How to optimise the ads in service stations? 

1 month - Contract with Objective Experience

Eye tracking technology

2 UX Consultants
90 participants​

OBJECTIVE

Find out opportunities to improve Caltex's advertising material to better match the customers' needs.

RESEARCH PROCESS

  1. Testing in service stations using eye-tracking glasses

  2. Interviewing participants after the test

  3. Analysing:

    1. Quantitative: heat maps, data analysis

    2. Qualitative: interviews' answers analysis

  4. Provide findings to Caltex

EYE TRACKING TEST IN SERVICE STATIONS

We tested the customer experience in 3 different stores with a total of 90 participants. We were 2 consultants and shared the interviews.​

We had 2 scenarios matching what people usually do:​

 

- Pretending filling up with fuel and pay at the counter.

- Pretending filling up with fuel and then buy something to eat and something to drink.

 

INTERVIEWING PARTICIPANTS AFTER THE TEST

Interviewing participants after the test allows to understand what ads they can remember and how they feel about the marketing material. Then we show them their video record and try to dig deeper on some behaviours. 

 

I interviewed more than 30 people from a large demographic (18 to 65 years old).

 

ANALYSIS

Using Tobii Pro Software I coded manually the video records in order to generate heatmaps and quantitative data. 

 

Then we worked out which ads were the most or less viewed. Adding the qualitative data from the interviews we found out which ads were the most valuable to people and which one needed to be changed or removed.

 

We also added in the report some qualitative findings to improve the shopper experience in service station.