How our Print copy testing works
Our print methodology (as opposed to our competitors’ methodologies) tests in a hidden, unobtrusive way. Our respondents don’t know what they’re being tested for. This allows for truly engaging ads to separate themselves from other executions being studied because respondents were unaware they were part of a print study.
Our PeopleReader™ measures the time a respondent spends with a print ad or iPad ad which results in “real world” involvement/stopping power scores (our PeopleReader can only be used in-person).
Each respondent is given two mocked-up magazines and told that a publisher is interested in their opinion on the proposed publications. The magazines include a representative number of articles and advertisements targeted towards the interests of the consumer. The test ad (as well as “filler” ads) will appear in both magazines so that the respondent can receive two exposure opportunities to the advertising. As the respondent reads the magazines, a table lamp is sitting on the table to provide reading light. Unknown to the respondent, this table lamp is the patented PeopleReader™, which contains two hidden cameras. One camera records each page of the magazine, while the other camera records the respondent’s eyes—all without the respondent knowing he/she is being tested. The PeopleReader™ provides an accurate measurement of involvement for each page the respondent reads to reveal the stopping power of the test advertising and the level of involvement/average time spent reading the ad.
Methodology
We look at the real-world and ideal world performance of a print ad to determine how effective it is and where it can be improved. We test (either in-person or online) for the level of breakthrough involvement; engagement (using our Saccadic e-Motion and eye tracking technology); persuasion; recall; main idea communication; competitive imagery; intent to purchase, act or consider; likeability; and other client-customized diagnostics.
Validation
Our magazine print methodology became the standard for the print industry (Magazine Publishers Association) in its studies comparing print to other media, along with major private studies conducted by People, Sports Illustrated, Hachette Publications, Readers Digest, Time, and Popular Science. Our newspaper work, especially in comparing print to other media, has been used by the Newspaper Association of America in its largest industrial study. Our FSI work has become the standard used by News America, one of the largest suppliers of FSIs in the US.