Pre-testing, copy testing: Eye-tracking

 

Jakob de Lemos, chief technology officer and co-founder of iMotions-Emotion Technology A/S, looks at the issue of measuring emotional response to communications and describes a proprietary eye trackin ...

Starting from the premise that consumers' decision processes rely less on conscious, rational thought and more on subconscious emotional impulse (which cannot be verbalised), Dan Hill, founder and pre ...

Advertisers seek accountability: ad effectiveness of media should be an integral part of planning and evaluating schedules, taking into account both single media and cross media effects. It is importa ...

Publishers and advertisers alike are focused on ad effectiveness on the Internet. Recently, CNET News.com commissioned EyeTracking, Inc. (ETI) to conduct a rigorous research investigation about the im ...

The author describes how his company, Lab6.two.4, assesses the effectiveness of web sites by using an innovative eye-tracking analysis combined with more traditional attitude research.

Describes a study to improve the predictive power of the poster audience model, by extending it to take account of creative content and the product advertised. The POSTAR models (described briefly) pr ...

The outdoor medium will soon be the only mass reach broadcast medium. Until recently we have had very little data with which to compare the quality of one site against another or to understand how dif ...

The importance of position, size, colour and place.

Currently mandated and new health warnings in the context of magazine ads for two cigarettes were studies among adolescents. Focus groups were used to garner a basic understanding of how adolescents ...

This paper decribes the application of eye tracking technology which makes it possible to monitor which parts of an ad are looked at, if at all, and for how long. Verbal interviews are still necessar ...

The authors examine consumers’ visual attention during repeated exposures to print advertisements using eye-tracking methodology. They propose a statistical model comprising submodels for two key meas ...