Let's Get Digital - Malls
Contact Insight
Saskia Philip
Snr Audience Research Executive
0207 478 2292
saskia.philp@clearchannel.co.uk
What did we want to investigate?
We conducted this research in collaboration with Kinetic Worldwide. The objective was to provide a greater understanding of consumer behaviour within the mall environment and shoppers’ interaction with digital media. We wanted to understand how mood differed throughout the day and week; how animated and static content could best be used in the mall environment and how often and for how long shoppers looked at the digital advertising screen.
How did we do it?
Cutting-edge face-tracking technology from Germany’s Fraunhofer Institute - inventors of the revolutionary MP3 audio format – was employed to track contacts with advertising displayed at Westfield Royal Victoria Place shopping mall, Tunbridge Wells and Westfield Merry Hill, Dudley.
A HD camera, connected to the face-tracking software, was placed on a Clear Channel digital advertising unit during the research period. This provided data on contact duration; age, gender and mood (happy, sad, impassive and alert). The research also featured a separate footfall measure of shoppers and face-to-face interviews.
If you would like to see the results please contact research@clearchannel.co.uk
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Wed, 16 May 2012 08:55:02 +0000