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Appendix B – Other Determinants of Market Size
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- Appendix C: Interview Questionnaires
- Summary of Interview with James Breeze
- Summary of Interview with Cinnamon Pollard
Appendix B – Other Determinants of Market Size----------------------------------------------------------------------------------------------------------------- Listed below are other determinants of Market size and potential one could have used, if one had the data: 1) The No: of companies that have used usability services in the last 2 years 2) The number of usability services consumed per year 3) No: of providers of usability services through traditional research and focus groups]. 4) Amount that each of the industry segments collectively spends or plans to spend from its marketing budget on eye-tracking services. 5) The collective market share or simply the size of the direct competitors in Australia – No: of providers of eye-tracking as a service No: of clients, present and past No. of partners Relationship with government and universities No: of consulting staff and employees Revenues of companies (Not disclosed) -------------------------------------------------------------------------------------------------------------- Appendix C: Interview QuestionnairesInterviewees (in chronological order) – (1) James Breeze (2) Cinnamon Pollard (3) Toby Biddle (4) Claudia McInerney (5) Ruzbeh Bacha (6) Kate Caldwell (7) Tony Marlow (8) Tommy Strandvall.
Summary of Interview with James BreezeInterviewee profile James Breeze: Founder of Objective Digital in Australia. James is a reseller of Tobii eye trackers in Australia. He is also in charge of marketing in Australia for Tobii products. He has been highly influential in promoting eye tracking technology across Australia. Email: jbreeze@objectivedigital.com Tel: 1300 858 015 Website: http://objectivedigital.com Interviewed on 17th June, 2009 at 9.30 am (UK Standard Time) Interviewee is a possible competitor/partner Questionnaire and responses 1. What are the current applications of eye-tracking in Australia?
2. What is your perception of Australia as a market?
3. What is the nature of competition? (Monopoly/Oligopoly/Intense Competition)
4. What was your motivation for choosing eye-tracking as a market research method and business model?
5. What are the pros and cons of Eye-tracking with respect to its substitutes, if there are any?
6. Describe your service-product lines.
7. What is your annual sales revenue?
8. Out of channels of service provision such as Web, Print Media, Video, do you think any particular channel is more profitable than the other? If so why?
9. What kind of equipment do you use for eye-tracking?
10. How do you collect data for eye-tracking? What is your sample size?
11. How long does it take for you to analyze the collected data and present it to the client?
12. Do you have long term contracts with clients?
13. How do you price your products or services?
14. Can you tell us about your major target segment? Why?
15. What is the level of awareness of eye-tracking amongst customers? What is their attitude towards eye-tracking and your perceived service?
16. Do you encounter Barriers like regulation? What are the challenges to your business?
17. Could you talk about key stakeholders who add value to your business?
18. Do you think Realeyes could add value to your business by partnering with you and complementing your services?
19. Do you think eye-tracking applications will change in future?
20. What is the role of psychology played in Eye-tracking?
Summary of Interview with Cinnamon PollardInterviewee profile Cinnamon Pollard: Partnerships and Marketing Director of Livewire.org.au. Livewire is an online community that is part of Starlight, Australia and is a not for profit organization. Email: cinnamon.pollard@starlight.org.au Tel: 02 8425 5968 Website: http://livewire.org.au Interviewed on 19th June, 2009 at 8.00 am (UK Standard Time) Interviewee is a possible competitor/partner Questionnaire and Responses Corporate Identity What trends are affecting your marketing strategy and how is the company anticipating them?
What are your main products and services?
Through what channel(s) does the company mainly sell its products or services?
Are any of your stakeholders involved in your marketing campaign? How does the company currently communicate with them?
How does the company’s existing marketing/sales channel (web-pages) support the company’s vision?
Current Situation Who are your (key) competitors? What key features of your website differentiate you from your competitors?
Is there any current marketing research available for your business?
What are the most important factors in a customer’s decision to buy the product(s)?
What are the characteristics of a typical customer (customer profile)?
What is the geographic scope of the advertising/promotion effort?
Perception What do you feel is the biggest challenge in getting your message across to customers?
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