NYU Marketing Communication Professional Point of View Discussion

Go over the video 

https://www.wsj.com/video/wsj-privacy-test-who-can…

and two articles

Respond to the following questions in your post:

Marketers Track Retinas to Find What Draws Consumers – WSJ.com
http://online.wsj.com/article/SB10001424052702303644004577520760…
Dow Jones Reprints: This copy is for your personal, non-commercial use only. To order presentation-ready copies for distribution to your colleagues, clients or customers, use the Order
Reprints tool at the bottom of any article or visit www.djreprints.com
See a sample reprint in PDF format.
BUSINESS TECHNOLOGY
Order a reprint of this article now
Updated July 12, 2012, 2:01 p.m. ET
The Eyes Have It: Marketers Now Track Shoppers’ Retinas
More Accurate Technology Helps Firms Discern What Draws Consumers
By EMILY GLAZER
Consumer-products companies are turning to new technology to overcome the biggest obstacle to learning what shoppers really think:
what the shoppers say.
It turns out consumers aren’t a very reliable source of information about their own preferences. Academic research has shown
focus-group subjects try to please their testers and overestimate their interest in products, making it hard to get a read on what works.
But getting testing right is crucial for consumer-products companies because they ship high volumes and lack direct contact with
shoppers.
To find out what really draws their test shoppers’ attention, companies like Procter &
Gamble Co., Unilever PLC and Kimberly-Clark Corp. are combining threedimensional computer simulations of product designs and store layouts with
eye-tracking technology. And that, in turn, is helping them roll out new products
faster and come up with designs and shelf layouts that boost sales.
To find out what drives shopping decisions, retailers are
experimenting with eye-tracking technology, Emily
Glazer reports on digits. (Photo: JDA)
Kimberly-Clark’s researchers used computer screens outfitted with retina-tracking
cameras when testing the newest packaging for its Viva paper towels in 2009, says
Kim Greenwood, senior manager in the company’s Virtual Reality Group. Their goal
was to find which designs got noticed in the first 10 seconds a shopper looked at a
shelf—a crucial window when products are recognized and placed in the shopping
cart. They also wanted to know if the preferences held up on different count packages,
from single rolls to multipacks.
By measuring the shopper’s response to different designs, Kimberly-Clark deciphered
what caught shoppers’ attention, the most common starting point and the viewing
sequence.
“Combining these factors helped us select a ‘wave’ design over a ‘splash’ design,” Ms.
Greenwood said.
Getty Images
Marketers are using eye-tracking. Here, a Brooklyn,
N.Y., shopper.
Marketers have long been aware that product testers unconsciously seek to please
researchers conducting the tests. Moreover, psychology and marketing professors say
people often don’t realize what draws their eyes or how they truly feel about a
product. They also overestimate the likelihood they will make a purchase, ignoring
competing products and their own budgets.
“There’s often a big disconnect between what people want to do and what they say
they want to do,” says Steve Posavac, a professor of marketing at Vanderbilt
University. “Any attitude,” he says, “becomes more extreme” in research studies.
Researchers have watched test consumers’ eye movements for clues to their thinking
since the early 1900s. But vastly improved technology in the past few years has helped
them actually track retinas to get a true fix on where people are looking, for how long
and how often. That information has helped dispel myths about what really matters
in design.
Unilever
A screenshot of a ‘heat map’ that Unilever created by
1 of 3
For instance, there’s a persistent
fallacy among some companies that
7/15/2012 10:00 AM
Marketers Track Retinas to Find What Draws Consumers – WSJ.com
http://online.wsj.com/article/SB10001424052702303644004577520760…
a bigger picture on a package is
better, says Michel Wedel, professor
of consumer science at the
University of Maryland’s Robert H.
Smith School of Business. He says
that retina-tracking research shows
the eye can process pictures so
quickly that size doesn’t necessarily
matter.
measuring how long and how often test shoppers
looked at packages on a computer screen. Unilever
used a camera to track each tester’s eye movements.
Falling costs are helping to make the
use of such technology more
commonplace. A retina-tracking
camera embedded in the rim of a
computer screen and attached to
special glasses or free standing
typically costs $25,000 to $40,000,
Dr. Wedel says. The information it
collects can be used to form a “heat
map” that uses color to show where
people looked on a simulated shelf.
Unilever
Unilever selected this package design after its retina
testing.
Some companies also attach bands
to testers’ heads to monitor
brain-wave activity showing which
designs trigger pleasurable responses, says David Johnston, a senior vice president at
JDA Software Group Inc. Companies also track involuntary facial expressions to
gauge true emotional reaction, says Jonathan Asher, an executive vice president at
marketing firm Perception Research Services International Inc.
When it was redesigning the bottle for its Axe body wash, Unilever set up a virtual 3D
environment and had its testers wear specially equipped glasses outfitted with three
balls tracked by sensors corresponding to consumers’ sideways and vertical motion
within the virtual scene, says Joanne Crudele, Unilever’s director of global skin
consumer technical insight.
The results led them to change the bottle’s shape from curvy to straight, embed the
brand in a black X with blue background to make it more visible and increase the font
size of the product description. It also used eye tracking to test shelf space for
deodorant, and it recommended that retailers use angled shelves to allow products to
slide forward and constantly face front. At one retailer, sales of the deodorant
category have increased 3.5%.
“With a virtual shelf set, in a few seconds, with a click of the mouse, you can modify
your product, your pack, your display, and really co-create it with the consumer
almost in real time,” Ms. Crudele said.
Unilever
P&G Chief Executive Bob McDonald knew the company had to find a better way when
he attended a Pampers meeting a few years ago and was chastised for picking up a
prototype diaper. Someone told him, “Don’t touch it. It’s a $50,000 diaper, and it took us four months to put it together,” he said at an
investor conference this past March.
Original curvy packaging for Axe Body Wash.
P&G said most physical prototypes cost more than $1,500. Now, 80% of the company’s new products are developed using some form
of modeling or simulation.
Write to Emily Glazer at emily.glazer@wsj.com
A version of this article appeared July 12, 2012, on page B1 in the U.S. edition of The Wall Street Journal, with the headline: The
Eyes Have It: Marketers Now Track Shoppers’ Retinas.
Copyright 2012 Dow Jones & Company, Inc. All Rights Reserved
This copy is for your personal, non-commercial use only. Distribution and use of this material are governed by our Subscriber Agreement and by copyright law. For non-personal use
or to order multiple copies, please contact Dow Jones Reprints at 1-800-843-0008 or visit
2 of 3
7/15/2012 10:00 AM
Your Data Is Way More Exposed Than You Realize
To get a handle on your online privacy, first understand how much
of your data is already out there, and how it can be weaponized
VIDEO: http://www.wsj.com/video/wsj-privacy-test-who-can-see-your-personal-data/0C0B606A-4E52-4F39-B5379825D48C1E81.html
People would care more about privacy if they knew how exposed they already are online, says WSJ Personal Tech
columnist Geoffrey A. Fowler. In an experiment, he showed a handful of strangers their own personal info—and
managed to shock every one. Photo/Video: Emily Prapuolenis/The Wall Street Journal
By Geoffrey A. Fowler Updated May 24, 2017 7:32 p.m. ET 69 COMMENTS
Privacy wasn’t a concern for her until it was too late.
The woman, who agreed to share her story if she weren’t to be identified, told me she left home one
midnight, after four years in a relationship. She moved away and restarted her life. But then, she says, she
was bombarded by phone calls from men soliciting her for sex. Then came bizarre friend requests on social
media. She says one man showed up at her house.
She suspected her ex of stalking her online, and posting her information to fuel harassment. “It is
psychological torture,” she told me.
She turned to a domestic-violence shelter for technical and legal help, including working with Verizon in an
effort to unmask some of the phone numbers she’d logged as harassing, and helping her file for her state’s
“Safe at Home” status, which would shield her address from public records.
Her nightmare, which is ongoing, might not resemble your life or mine. But it’s a stark reminder that erosion
of privacy is a cancer of digital life. And while we might not talk about privacy as often as the latest cool
app, it’s only getting worse.
I hear this all the time: “I have nothing to hide.” The truth is, pretty much everybody does something online
they have reason to keep private. You can’t see the future. The woman I spoke to said she never planned on
getting into what she described as a terrible relationship.
Illustration: Richard Borge for The Wall Street Journal
1
What These Sites Know Might Freak You Out
FamilyTreeNow.com