Behavioural Targeting

Bunnyfoot founder opens offline behavioural agency

LONDON - Behavioural research consultancy Bunnyfoot has spun its offline eye-tracking service into a separate entity to meet demand from clients.

by Joe Gill Brand Republic 03-Jul-08, 14:10

The new consultancy is called Think Eyetracking and specialises in testing consumers' behavioural response to offline media including TV, print, outdoor and packaging.
Its clients include JCDecaux, Proctor & Gamble, Ipsos and Unilever.

Rob Stevens, co-founder of Bunnyfoot, has opened Think's first office with managing director Lizzie Maughan heading the operation.

Since joining Bunnyfoot in 2004 Maughan has pioneered several methodologies and eye-tracking techniques in the areas of print, email, packaging and TV, and implemented them on a global scale.

Stevens said: "In an age when most companies are expanding to accommodate the digital era, we are bucking the trend and doing the reverse, by taking our eye-tracking experience in the digital world and translating it into the offline world."

The Reading-based test centre employs nine specialists to perform testing of up to 350 people each week using software developed over the last two years in conjunction with P&G.

Think's consultants use eye-tracking to determine cognitive processes related to visual stimulation such as decision-making, brand recognition and engagement.

The company said most of its interviews take between 10 and 15 minutes, including a 30-second calibration game, eye-tracking and a short questionnaire.