JMI has successfully completed its first research project testing the effectiveness of in-train advertising.

The project was completed for a major publisher in Japan. The objective was to test if a certain AD placement in a train environment was being noticed.

The research used JMI's "Consumer Vision Goggles" to generate measures of eye-tracking. The use of mobile (rather than static) eye tracking was key as respondents were engaged in a real train environment.

A series of quantitative metrics were collected. These included when the advertising was first noticed, speed of noting and the power hold the attention of consumers. Combined with the after in-depth interviews it allowed for deeper insight on the effectiveness of the in-train Ad itself.

This methodology is also effective for optimizing product layout in vending machines, evaluation of POP materials and in-store advertising research

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