Several years ago we conducted a study for the Royal Mil to look at how people visually react with their mail once it drops through the letter box, and what could be done to maximise both mail opening and mail reading.
Following on from that, we’ve worked with many of today’s top companies and agencies to evaluate their mail, door drops and inserts in relation to the Royal Mail findings.
We’ve developed our own research approach, combining eye tracking with qualitative research and normative data, to help our clients maximise response to all direct mail tested.
In general we use screen based eye tracking for the simple reason that it’s less expensive, but for multi-page executions (that are less easily shown on screen) we recommend mobile eye tracking.
Stand alone or fully integrated - Our services can be provided as an individual study or easily integrated into other market research to complement the work and provide a greater degree of understanding.