Re: Measurement & tracking method: eyetracking shows contributing factors to an ad's visibility
James Santagata wrote:
>The only thing I was questioning was Jim's previous comments that
>"no two people surf" alike and "no one surfs like we think they do".
>My point was and is simply that there are categories/segments of the
>audience that do surf alike and that if we are customer-centric in our
>thinking then we are designing for our audience from day one and
>subordinating our preferences to the audience. By doing that, the
>audience does surf like we think they do, because we have become
>empathic and we think and design like they surf because we have
>stepped into their world rather than imposing our world on them as
>is so often the case.
And you just made my point.
No two people surf alike, but we can classify them
into segments and make generalities - then test our
assumptions with an eye toward continuous improvement.
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Jim Sterne Target Marketing of Santa Barbara
805-965-3184 http://www.targeting.com
Consultant, Author, Speaker on Measuring Website Success
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Subscribe to "Sterne Measures" at http://www.emetrics.org
Received on Fri Oct 08 2004 - 14:48:33 CDT
