Media

Understanding Unconscious Audience Sentiments

A FEW WORDS ABOUT OUR MEDIA TESTING

Media

WHAT DRIVES CONSUMERS’ CONTENT SATISFACTION?

IS THE CONTENT EXPERIENCE ON DIFFERENT CHANNELS?

IS YOUR PRODUCT AND BRAND PLACEMENT OPTIMAL?

ARE CUSTOMERS STRESSED BY YOUR WEBPAGE, GAME OR INTERFACE DESIGN?

With the Neurons Inc NeuroMetric™ approach, media researchers are able to assess the emotional and cognitive responses to creative and dramatic elements in media, and to compare effects across different media.

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By using eye-tracking in combination with NeuroMetric™ and biometric solutions, media researchers can answer old and new questions with an extreme degree of accuracy and relevance, including:

  • Are viewers responding emotionally to the dramatic events and phases as they are expected to?
  • Do viewers’ moods change over the course of a movie or episode, or are they are confused by a complex plot?
  • How do viewers respond to the “good guy” and the “bad guy” in a movie? Are the characters creating the desired emotional response?
  • Are media responses sensitive to the platform they are presented on? Does TV give different responses than other devices?
  • How do we ensure the optimal ad roll, and how can advertisers be advised (and priced) accordingly?
  • How do viewers select and respond to content across different media platforms? How can media channels be used dynamically to ensure that viewers stay on-channel?

By measuring attention, cognition and emotion, media research is able to tap into the deep unconscious in consumers. This allows us to better understand and improve on news, drama, sitcom, sports and other creative contents.

By understanding how advertising works, it is possible to make tailored advertising effects without interfering with media consumption.

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WHICH MEDIA CHANNEL WORKS BEST?

Print beats digital, but using them together is the winner!

How well do different media perform on emotional and cognitive responses? Based on numerous studies, we have now unparalleled access and insights into these questions. The verdict is as follows:

  • Print beats digital — Hands down, communication through more physical, analogue media produce stronger emotional responses and lower cognitive stress.
  • Digital is stressful: deal with it! — Across the board, digital media channels automatically leads to significant increase in cognitive load and mental taxation. Digital is stressful to the mind! This leads to two key insights: 1) you must know the stress levels of your digital communication, and 2) you need to know how to work around the challenge of digital stress.
  • Digital channels work best for different content — Whether your content is a web page, TV drama or a radio show, they all work differently on different digital media channels. You need to know the particular media channel effect, to better determine which channel to use, and how to optimise the channels you choose to use.
  • An interface is not just an interface! — Poorly designed user interfaces are not only bad for the user, it can also be devastating for brand equity. Learn how to optimise attention, ensure emotion, and reduce cognitive load through NeuroDesign.

More details can be found in the publicly available report from Canada Post here.

To hear more about our media solutions, please contact us.

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WHICH MEDIA CHANNEL WORKS BEST?

Mobile delays are as stressful as a horror movie!

The world is getting increasingly digital and mobile. New technologies emerge, and whole ecosystems of communication devices are being offered and adopted with an increasing pace. However, we only know little about how performance of these solutions can affect consumer responses. Understanding these effects is crucial — however:

  • As stressful as a horror movie — Experiencing mobile delays for just a few seconds lead to increased heart rate, pupil dilation and emotional brain responses that are very similar to the responses we see when people watch horror movies.
  • Content is enjoyed less — When experiencing mobile delays, the emotional responses to the content drop dramatically. This suggests that whatever we are watching, we enjoy less when there are delays.
  • The brand suffers! — When customers believe they are using a particular provider, mobile delays leads to a dramatic drop in emotional responses to that brand. At the same time, brand emotions to competing brands increases. Together, this suggests that not only are mobile delays detrimental to the brand, they are good for competitor brands.

More details can be found in the publicly available report from Ericsson here (PDF).

To hear more about our media solutions, please contact us.

SOLUTIONS

Stationary Test
Stationary Test

This is a solution for testing more standardised stimuli, including images, videos, static media pages. The tests have a quick turnaround and standardised report.

Dynamic Testing
Dynamic Testing

In this solution, we test in stationary environments, where we allow participants to actively interact with the media. This solution is used for web pages, gaming, virtual environments and all similar stationary setup solutions.

Mobile Testing
Mobile Testing

In this solution, we allow participants to move freely around in everyday environments and test environments. The mobile test can be done inside the actual store, in public spaces, whenever interacting with products, and in social situations.

 Ad Hoc Testing
Ad Hoc Testing

In this solution, we design the project with you in exquisite detail, to approach and answer your research questions. The choice of methods depends on how we decide to set up the study, but will as a minimum include eye-tracking and brain scanning (EEG), while it may be combined with other (and novel) methods.

Contact Us

If you have any questions, you are welcome to contact us through here.

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