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Proxemic Marketing
IntelliMat contracted with Dr. Jack Aiello, one of the top proxemics experts in the country, for research designed to prove that the IntelliMat device engages and has a “proxemic effect” with consumers. Proxemics is the anthropological study of man’s use of space. Proxemics research shows that we communicate in different ways (word choice, pitch, loudness, tone, gestures, etc.) based on the space between the communicators and that these different communication modalities are culturally specific. Hundreds of proxemics studies have verified and validated the underlying theory.
In general, we believe that LevelVision (LV) devices are more engaging than traditional media or even traditional digital signage, because consumers tend to view the device within their personal space. A “proxemic effect”, or facilitation of viewing LV devices within your personal space, theoretically, allows the device to communicate more effectively than other mediums. This initial research design was conceived to prove that the closer consumers were to the device, the stronger the impact of the device/message.
The study, conducted on the campus of Rutgers University during September and October 2007, used more than 250 college students as subjects. Students were engaged in a series of activities, along a proscribed path, while being exposed to different messages on the IntelliMat. They were then given the opportunity to buy products in a mock store environment. The distance between the proscribed path and the IntelliMat device was one of the key variables of the study. The table below recaps the 7 basic test conditions studied in the research.
|
Condition |
Variable |
# subjects |
|
1 |
Subjects exposed to baseline Intellimat content at a distance of .5 ft. |
30 |
|
2 |
Subjects exposed to baseline Intellimat content at a distance of 2.5 ft. |
30 |
|
3 |
Subjects exposed to baseline Intellimat content at a distance of 7 ft. |
30 |
|
4 |
Subjects exposed to baseline Intellimat content at a distance of 4 ft. |
30 |
|
5 |
Subjects exposed to promotional loop at 2.5 ft. |
30 |
|
6 |
Subjects exposed to IntelliMat content and given choice to purchase or not |
30 |
|
7 |
Subjects exposed to no content, no mat, no poster (control) |
30 | |
|
Total # subjects (20-40 pre-study subjects to hone format) 250 |
At a high level, the results were extremely encouraging.
Reactions to the IntelliMat device were generally very positive and closely followed results obtained in consumer intercepts for The Source pilot and consumer intercepts done in Circuit City locations in two US cities. This is very important because we have four studies that gave remarkably similar results in different environments.
- The IntelliMat device definitely exhibits a “proxemic effect” where subjects who were closer to the floor screen gave the device higher ratings, and generally messages on the IntelliMat had a stronger impact on consumer behavior based on how close they were to the device.
- The floor screen was far more effective than traditional media (poster)
- The IntelliMat had a stronger impact on purchase behavior than the control conditions
These results are very powerful, for a number of reasons. First, the ability of the device to outperform traditional print media by engaging consumers with a “proxemic effect” gives LevelVision a very strong, unique and sustainable value proposition. It is not just about patents, and the psychology of the floor, it is about a unique, proven way to more effectively engage the consumer. Second, proving a proxemic effect adds synergy to other key product attributes like portability, wireless capability, etc. which give us more flexibility in the consumer environment to achieve desired results.
The Floor screen definitely captured and held attention.
- 68% at the .5 foot distance found the floor screen eye catching, 69% at 2.5 feet, and 50% at 7 feet. (This compares with 50% of consumers who “walked over or stopped to watch the floor screen” in the Source study.)
- 73% found the floor screen was interesting
- 61% thought the floor screen was cool (compared to 19% for the poster).
- 76% thought the floor screen would add a high tech image to a store compared to 19% for a poster. (This was 68% in the Source Study.)
- The majority (64%) of participants found the floor screen engaging in the .5 feet condition. 38% found the floor screen engaging at 2.5 feet, and 27% at 7 feet. Only 20% found the poster engaging. (62% said the floor screen was eye catching in the Source study.)
- 64% believe floor screens like the one they saw would be popular in the future (only 26% said that about the posters).
In a number of ways, the closer the Floor screen, the stronger its impact.
Participants preferred the floor screen at .5 feet away (68% believed it was neither too far nor too close). At 2.5 feet away 63% thought the floor screen was just right. Only 37% thought the floor screen was just right at 7 feet (63% thought it was too far).
41% of participants exposed to the floor screen at 7 feet would have paid more attention to the floor screen if it was closer. This is compared to 27% at 2.5 feet and 11% at .5 feet.
A 6-item scale we made with 6 questions: (The 6 questions below were rated using a 6 point scale)
Were the advertisements on the digital floor screen helpful to you in deciding what to purchase?
- I found it easier to decide what to purchase because of the advertisements on the floor screen.
- I felt the floor screen captured my attention.
- To what extent did you find the advertisements on the digital floor screen engaging?
- I felt the floor screen held my attention.
- It was easy to see what was playing on the digital floor screen.
NOTE: Scale reliability is .774 and ANOVA sig at .020. Means are 4.311, 4.017, and 3.557.
|
Condition |
Mean |
Std. Deviation |
N |
|
.5 Feet |
4.2714 |
.91231 |
30 |
|
2.5 Feet |
4.0381 |
1.00241 |
30 |
|
7 Feet |
3.6355 |
1.03551 |
29 |
|
Total |
3.9856 |
1.00786 |
89 |
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