Motion Research

Testing of any video advertising with the help of Eye-tracking technology shows a complete picture of the target audience perception. You will clearly see what elements of the video attract and hold attention of the audience and what elements distract from the main character or product. You will also find out whether the advertised brand or product is remembered and whether the main idea "is read". This technology will allow you to identify scenes of distraction and focusing of the audience’s attention, main attractors, and ability of the plot and main characters to hold audience’s attention until final packshot.
 
This type of research answers the following questions:
  • Is your advertising noticeable against the competition?
  • What scenes and elements of the video advertising attract and distract the audience’s attention?
  • Does the audience notice advertised product, brand, slogan or any other element of the video?
  • How effectively does your advertising convey main information about the product or brand?

EXAMPLE: TESTING OF THE WRIGLEY’S EXTRA PROFESSIONAL TV COMMERCIAL

Research objective: to know how many respondents have seen the "dentist approved" logo?

Mеtodology: The TV commercial was exposed to 70 respondents.

By looking at the "Bee Swarm" tool in Tobii studio we can observe that there are three important focus points with high viewer involvement.

WRIGLEY'S EXTRA PROFESSIONAL LOGO
КEY FEATURE OF THE PRODUCT
PRODUCT

SUMMARY:

  • The Extra commercial is well performing with high focus on the key messages;
  • The focused attention level decreases scene 14, 16 and 17;
  • 36% of the respondents observe the dentist approved logo.