Case Study: eHarmony improves branding and visual attention with Nielsen Holdings

Improving Creative and In-Market Performance Through Engagement

eHarmony, an online dating website, wanted to build stronger emotional engagement with consumers to improve brand awareness and in-market performance. The company had several TV ads in market that were underperforming, but it did not know which parts of the creative needed improvement. Nielsen Holdings used Nielsen Consumer Neuroscience to help identify where the ads were falling short.

Nielsen Holdings monitored viewers’ focus of attention through eye tracking, showing where attention was strongest and weakest across the ads. The findings showed that consumers generally preferred focusing on the story of love and avoiding too much detail, and eHarmony used those insights to make creative edits that maintained visual attention and improved branding.

eHarmony