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Eye tracking. This is measured naturally without the viewer wearing any equipment. The analysis shows the marketer what visual information their audience is really seeing in the commercial. This can be key for optimizing communication of key messages, especially those using text. Numeric measures can be provided on a frame-by-frame basis. For a sample, please click here. |
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Emotional activation. Making the emotional connection to consumers' subconscious is key if the advertising is to act as a call to action, later when consumers see the product in market. Emotional activation is measured using galvanic skin response (GSR). For a detailed explanation, click here and to see a sample video, please click here.
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Zapping. Viewers are given the choice of changing channel at any time while watching the TV (program and commercial breaks). Zapping is thus a behavioral measure of viewers' level of interest in the commercial at any point in time. |
