How our TV copy testing works
Our TV methodology (as opposed to our competitors’ methodologies) tests in a hidden, unobtrusive way, whether our clients choose to use our in-person or online testing. Our respondents don’t know what they’re being tested for.
Our Simulated Network™ mimics a real-world TV-watching experience. Each respondent is told that the television networks would like to gather feedback on certain shows. The respondent is seated in front of a television (or computer, if online research is being done), handed a remote control (or shown one on the computer screen), and given the option of continuously changing channels between television programs. The test ad appears twice during commercial breaks, and is “road blocked” simultaneously on all three channels to ensure exposure to the commercial, regardless of whether or not the respondent elects to “zap” or change channels. However, the level of zapping of the test commercial is still recorded to help determine the overall involvement with the commercial and its overall impact on consumers. In addition, a competitive commercial and a filler spot are also shown twice, and road blocked (so as not to draw attention to the test ad), while other filler commercials vary on each station.
Our patented Saccadic e-Motion Reader measures element-by-element behavioral engagement (interest and excitement) results. Our e-Motion Reader, a passive, hidden technology, tracks the order of examination given to each test execution (and competitive design) and also tracks the level of saccades and fixations. In simple terms—you can’t see unless your eye vibrates, and the more engaged you are, the more your eye vibrates —so we measure the level of vibrations of your eye and thereby the level of engagement you display towards an execution. Our measurements tell us how much information the respondent wants to see and remember during the exposure to the test execution.
Methodology
We look at the real-world and ideal world performance of a commercial to determine how effective it is and where it can be improved. We test for the level of commercial involvement/stopping power; 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
Unlike other research companies who use recall as claimed validation, our TV methodology is validated by over 10,000 in-home meters that not only recorded actual zapping of (encoded) commercials, but viewer engagement and follow through visits to the Internet. In numerous occasions, we have been able to pinpoint opportunities to strengthen executions and clients saw almost immediate improvement. Even more, our technologies have been able to identify (and design) :15 executions that surpassed their :30 counterparts.