From the invention of the first consumer eye movement recorder to our latest app that tracks all the commercials and ads watched by consumers, we have always designed our research tools to match the changing ways consumers shop and use media.
In 1971, while working at the Marplan division of The Interpublic Group of Companies, Lee Weinblatt, the CEO and founder of PreTesting realized that both advertisers and their agencies were frustrated by the lack of feedback as to “why?” ads and packages weren’t working as well as expected. An expert in optics, Lee founded PreTesting and constructed the first consumer eye movement recorder, the basic design of which is still used today.
In the 1980’s and 90’s PreTesting developed real word simulators for PreTesting ad placement, on-shelf planagrams, media synergy, simulated drives for billboard testing, computers to simulate approaching products while shopping and out of home displays. With the rise in commercial skipping by both remote controls and DVRs, PreTesting introduced patented methodologies to pretest a commercial’s ability to involve readers and listeners.
In 2009, PreTesting introduced one of the greatest breakthroughs in understanding human behavioral response to commercials, ads and packaging; the saccadic eye movement recorder. This patented device can provide true measurement of element-by element, second-by-second engagement, all without the respondent’s knowledge.
With the severe limitation of conducting online testing, PreTesting built exclusive systems that automatically enlarged both magazine and packaging copy so that responses were truly indicative of real world exposure.
Today, PreTesting introduces its latest response to the changing challenges facing advertisers; mobile media and multiple media choices for shoppers. PreTesting’s mobile app allows an advertiser to track both exposure and response to his advertising, in real-world situations and with almost immediate feedback.
Our History
