NEWS27 July 2009
All MRS websites use cookies to help us improve our services. Any data collected is anonymised. If you continue using this site without accepting cookies you may experience some performance issues. Read about our cookies here.
All MRS websites use cookies to help us improve our services. Any data collected is anonymised. If you continue using this site without accepting cookies you may experience some performance issues. Read about our cookies here.
Insight & Strategy
Columnists
Impact magazine is a quarterly publication for MRS members. You can access Impact content on this website.
NEWS27 July 2009
SOUTH AFRICA— Eye tracking firm Prompt Research Insights has introduced a system to asses how well print and billboard ads are recognised in a single glance.
The new ADGist rating was developed to mimic how consumers see adverts when flicking through magazines or driving past billboards.
Respondents are given less than a second to view an ad and see if they can correctly recognise what is being advertised, Prompt managing director Lindiwe Matlali told Research.
Those ads that identify themselves effectively are rated as ‘Suns’, while those whose message are not conveyed accurately are ‘Black Holes’. Ads falling somewhere in between are rated as ‘Moons’.
Prompt uses eye-tracking technology in the tests to help researchers see what the respondent saw, said Matlali.
The University of Maryland’s professor Michel Wedel – who sits on the firm’s advisory board – and professor Rik Pieters from Tilburg University in the Netherlands developed the system.
Newsletter
Sign up for the latest news and opinion.
You will be asked to create an account which also gives you free access to premium Impact content.
Cultural strategy is about better understanding and reflecting people’s lives, and making sure brands act on better… https://t.co/9noaDFLgXQ
Comscore rebrands programmatic taregting business https://t.co/dP0nj1Ihb7 #mrx #marketresearch
Splio acquires Tinyclues https://t.co/ThBftrS6of #mrx #marketresearch
The world's leading job site for research and insight
Spalding Goobey Associates
Associate Director (RM&rsquos will also be considered) – Mixed Methods – Social Research
£40,000 – 55,000 + bens
Hasson Associates
Head of Analytics
£70000–85000
Hasson Associates
Behavioural Science – Associate Director
£50000–55000
Featured company
RT @researchlive: Cultural strategy is about better understanding and reflecting people’s lives, and making sure brands act on better repre…
The post-demographic consumerism trend means segments such age are often outdated, from @trendwatching #TrendSemLON
0 Comments