Nubs mba group management project team



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Business-specific

  1. Have you ever worked with a designer/marketing agency/publishing house?

Cinnamon

Yes – Live lounge, Lounge tech, Thavine.co.au



  1. Are there existing visual assets (photos, copy, illustration, etc.) on your website that you like or find interesting?

Cinnamon

Colours and designs to suit teenage market



Customer Awareness

  1. What is your understanding about eye-tracking and its applications?

Cinnamon

Web usability analysis using eye tracking can add value.

Acceptability

  1. Are any of the discussed applications useful to your existing products on services or marketing channels?

Cinnamon

Google advertisements, Livewire website and mobile application



  1. Is the information extracted using eye-tracking valuable to you?

Cinnamon

Yes – comparison of eye tracking of a normal person against someone with mobility impairment



  1. If yes, then would you be willing to pay for this information? What percentage of your marketing budget would you be willing to spend?

Cinnamon

Probably in future. Currently, focus is on acquisition of members. Livewire will be redesigned in around 6 month’s time and may use eye tracking services for testing usability.



  1. If no, why do you feel eye tracking information does not value? How can the information be provided to add value?

Cinnamon

NA

Growth potential

  1. What aspect of service as a customer do you value most – ROI, Trust, quality of service, brand, etc?

Cinnamon

Understanding of your target audience



  1. Do you feel that eye-tracking has scope for growth in Australia?

Cinnamon

Passed



  1. Are there any particular fields where eye-tracking may be better used in Australia? If yes, then why do you feel so?

Cinnamon

Passed



  1. Are you aware of any companies providing eye-tracking services in Australia? If so, have you used their services or partnered with any of them?

Cinnamon

Passed



  1. In case you had opted for a usability service, how quickly would you expect the results? What kind of sample size are you looking at?

Cinnamon

Proportional to member database (10%)



  1. Eye tracking comprises of data collection, data analysis and recommendations – Which of these services would you be interested in?

Cinnamon

All of them



  1. In the near future, would you like to be contacted by the Realeyes team?

Cinnamon

Yes



  1. We would be grateful if you could provide some contacts from your business network, who you feel could make use of the eye tracking information that is being provided by Realeyes.

Cinnamon

Will get back to you


      1. Summary of Interview with Toby Biddle


Interviewee profile

  • Toby Biddle: Director of Usability One in Australia.

  • Email: toby@usabilityone.com

  • Tel: +61 3 9684 3470

  • Website: http://www.usabilityone.com.au

  • Interviewed on 22nd June, 2009 at 8.00 am (UK standard Time)

  • Interviewee is a possible competitor/partner

Questionnaire and Responses

1. What are the current applications of eye-tracking in Australia?



Toby

Web usability

2. What is your perception of Australia as a market?

Toby

Eye tracking is a growing market and there is scope for future growth. The applications are not widely known by clients. As a result, they do not recognize the value added by eye tracking results. It needs to be promoted on a larger scale to increase awareness amongst clients

3. What is the nature of competition? (Monopoly/Oligopoly/Intense Competition)

Toby

The usability market in general is big enough and is very competitive. However, the size of the market for eye tracking alone is questionable. There aren’t many people providing eye tracking services in Australia.

There is monopoly in terms of selling eye tracking equipment.

4. What was your motivation for choosing eye-tracking as a market research method and business model?

Toby

Special requests from clients for eye tracking analysis

5. What are the pros and cons of Eye-tracking with respect to its substitutes, if there are any?

Toby

Passed

6. Describe your service-product lines.

Toby

Research based firm. Uses different methodologies to explore client websites like User testing, web analytics, etc. Also uses to focus groups to test new concepts

7. What is your annual sales revenue?

Toby

Passed

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?

Toby

Web usability is the biggest in terms of profitability. However, eye tracking technology can be extended to accommodate any application with graphical user interface like mobile phone applications, desktop applications, games, etc.

9. What kind of equipment do you use for eye-tracking?

Toby

None

10. How do you collect data for eye-tracking? What is your sample size?

Toby

Recruit participants, put together discussion guide for focus groups. Analyze results and prepare presentations and reports for clients.

11. How long does it take for you to analyze the collected data and present it to the client?

Toby

2 to 3 weeks to start a project. Average time of 6 weeks from start to finish.

12. Do you have long term contracts with clients?

Toby

Passed

13. How do you price your products or services?

Toby

Pricing varies from project-to-project basis depending on factors (urgency, budget, type of client) affecting pricing. No standard pricing.

14. Can you tell us about your major target segment? Why?

Toby

No particular segment as such

15. What is the level of awareness of eye-tracking amongst customers? What is their attitude towards eye-tracking and your perceived service?

Toby

Tip of the iceberg. Clients are largely unaware of the knowledge that can be provided by eye tracking.

16. Do you encounter Barriers like regulation? What are the challenges to your business?

Toby

There are regulations for recruiting minors for research.

Ethics can be an issue as to how much information should be disclosed while recruiting people for research.

17. Could you talk about key stakeholders who add value to your business?

Toby

Passed

18. Do you think Realeyes could add value to your business by partnering with you and complementing your services?

Toby

Yes, there may be a possibility

19. Do you think eye-tracking applications will change in future?

Toby

Probably

20. What is the role of psychology played in Eye-tracking?

Toby

Can’t say. Some firms value psychology while others don’t


      1. Summary of Interview with Claudia Mcinerney


Claudia Mcinerney: Account director of Grey Group, a marketing communications and advertising company with presence also in Asia-Pacific and Australia.

  • Email: Claudia.mcinerney@greygroup.com.au

  • Tel: +61 03 9208 1905

  • Website: www.greygroup.com.au

  • Interviewed on 7th July, 2009 at 4.00 pm (UK Standard Time)

  • Interviewee is a possible partner/client

Corporate Identity

  1. What are your main products and services?

Claudia

Grey Group is an advertising and communication agency. Clients are from Government, FMCG, Financial Services, Charities and Medical sectors.



  1. Through what channel(s) does the company mainly sell the products or services of the clients?

Claudia

Television, magazine, outdoor, mail, online campaigns, direct marketing



  1. Which are the marketing media you think are growing?

Claudia

Television will never go away. The way we interact with television or marketing is carried out on television and its content will change in future. Laptop and mobile phones interaction with television will increase.

Current Situation

  1. Who are your (key) competitors? What key features of your website differentiate you from your competitors?

Claudia

Finding some sort of insight, offering something better than the competitors.



  1. What are the most important factors in a customer’s decision to buy the clients’ product(s)?

Claudia

Brand loyalty (hair care), Results of using a product, Safety, Status, Price (Cars)



  1. What is your market size/share?

Claudia

Not answered


Marketing Challenges

  1. What do you feel is the biggest challenge in getting your message across to customers?

Claudia

Marketing, consumer, media, varies from industry or market to market.



  1. How do you test the effectiveness of your marketing media?

Claudia

Different tools for different media depending on how engaging it is.

Testing – Media metrics

Online media tested through clicks through, banner interaction.

Qualitative Research – Online surveys, focus groups.

Some media firms do analytical studies


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