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eye square Efficiency Testing
The assessment of the effects of advertisement is not primarily based on whether advertisement is liked but whether it is efficient!
The unconscious, highly-automized and quick psychological processes which occur during the encounter with an ad are not accessible through questioning alone.
eye square therefore uses a combination:
- Efficiency Testing (eye tracking, reaction time measurement, arousal)
- Questioning (ratings, interviews)
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We evaluate your ad campaigns to ensure the effectiveness of your marketing.
- Print Ad Testing
- Online Ad Testing
- Poster Testing
- TV Commercial Testing
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Is your ad given enough attention?
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Do your readers understand the message of the ad?
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Does the ad convey the key features of the product?
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Do your readers remember the product and the brand?
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Are the evoked associations consistent with the key brand attributes?
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Is the ad considered to be distinct (from those of competitors)?
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Why Eye Tracking?
A buyer can only reach an advertising message, if he quickly and intuitively accesses the central contents. How much attention do the different elements of your advertisement obtain, is a question you can empirically answer by means of eye movements measure. You can also evaluate it in-depth with our Visualizer software.
Eye tracking is the best method, to measure your advertisements attention. Eye tracking serves as pretest for planned campaigns or as control of your actual campaign.
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Remote Eye Tracking of Print Ads & Catalogues
For catalogue testing we combine the Remote Eye Tracker with a pattern recognition tool that can recognize which pages are being browsed through. This allows us to automate the testing of real magazines and catalogues using remote eyetracking.
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Examples of Eye Tracking Data Evaluation
 
Areas of Interest with Transitions
Heatmap with Transitions
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Types of Perception
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eye square i-factory
i-factory is the first German copytest to pick up eye movements without a helmet.
The print medium used is a German magazine which enjoys a wide readership. Your advertisement is placed in the magazine and the test subject reads what he or she is interested in.
A camera placed in front of the subject unobtrusively and accurately records his or her eye movements.
Under these realistic conditions, we measure if your advertisement is able to prove itself in drawing the reader's attention.
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Advantages of i-factory
- Integrated measurement of eye movements
- Biotic test conditions
- Direct benchmarking
- Efficiency and cost reduction (omnibus procedure)
eye square conducts i-factory with 60 test subjects and up-to-date magazines every month. |
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eye square Poster Testing
With a head-mounted eye tracker, posters on the streets are tested under realistic conditions. In the case of a lab-based test, a remote eye tracker is used.
Records psychological processes
- Attention:
Eye tracking enables the study of visual attention.
- Memory:
Recollection is evaluated through open (free recall) and closed (recognition) methods.
- Appraisal:
Scale-questions and in-depth interviews allow for the evaluation of the particpant's attitude toward the posters.
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Indoor Walk-simulation
- A slideshow of the city's scenes is presented on a computer - about half of the photographs integrate a poster.
- Eye gaze is recorded through a remote eye-tracker. Recollection and attitudes towards the advertisements are evaluated.
Outdoor Flaneur-Study
- Walk in an area with advertisement posters.
- Eye gaze is recorded by a headmounted eye tracker. Recollection
and attitudes towards the advertisements are evaluated.
Outdoor Poster Testing
Example
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