Find out opportunities to improve Caltex's advertising material to better match the customers' needs.
Testing in service stations using eye-tracking glasses
Interviewing participants after the test
Quantitative: heat maps, data analysis
Qualitative: interviews' answers analysis
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).
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.