FINE TUNE YOUR MARKETING EFFORTS IN A BLINK OF AN EYE Introducing the next generation of consumer behavior testing
Looking to optimize your advertising and packaging efforts?
WE CAN SEE IT IN YOUR EYES Introducing the next generation of consumer behavior testing
WE’VE GOT MEASURING CONSUMER ENGAGEMENT DOWN TO A SCIENCE Back in 1971 we realized that both advertisers and their agencies were frustrated by the lack of feedback as to “why” ads and packages weren’t working as well as expected. So we invented the first consumer eye movement recorder, the basic design of which is still used today. This pioneering spirit is ingrained in the way we approach today’s even more challenging media marketplace. Always innovating, always looking deeper into what motivates today’s consumers. PreTesting’s latest innovation takes understanding human behavior to the next level. With our patented saccadic e-Motion System we can now measure actual interest levels in any given area of marketing material. Going beyond simply monitoring where the eye lingers and measuring second-by-second engagement in real-time, all without the respondent’s knowledge. This ground-breaking technology is being applied across all mediums; print, television, internet, mobile and packaging. Improved products, more-effective advertising, and increased ROI—the benefits are clear to see.
JUST A FEW OF OUR MILESTONES
1971 Invented Eye Movement Recorder
1983 Invented Life-size Package Shopping Simulator
2008 Invented Saccadic Eye Movement Recorder
2013 Real World Recording of In-store Shopping Behavior
The Saccadic Advantage
Standard Eye Tracking measures movement: Where the eye goes.
Saccadic Technology measures movement + attention: What the brain actually sees.
Using saccadic technology, PreTesting can look through consumers’ eyes in order to read their minds. We own the patent on measuring saccadic eye motion which, simply put refers to tiny vibrations of the eye. A human being cannot see unless the eye vibrates. The more interested a person is in something, the faster the eye vibrates. Only PreTesting can measure second by second consumer interest in advertising, packaging and digital content with our patented e-Motion System.
Measuring effectiveness across channels Having a tool to measure interest across all media channels is the key to increasing brand engagement. PreTesting’s ELF score (Engagement Level Factor) is the first and only consistent measure of consumer engagement across every major communication touch-point. And we don’t measure engagement in a vacuum. We consider the total picture with six key measures of advertising and packaging performance: • Cognitive evaluations (likes & dislikes, recall, imagery and expressed purchase intent) • Behavioral responses (individual, second-by-second, element-by-element emotional/excitement engagement) • Program/website/shelf placement environment • Media placement/GRPs • Competitive pricing • Competitive advertising
TV
IN-STORE
OUTDOOR
DIGITAL
PACKAGING
70% of the time it’s an executional element in a piece that hurts overall consumer engagement. By measuring eye movement and attention level, marketers can fine tune materials for maximum ROI.
Testing without the roadblocks Traditional testing requires clunky apparatus and processes. We deliver insights without helmets, belts or other clunky, disruptive devices. Pretesting uses hidden, passive technology for a more natural approach to testing allowing us to deliver more accurate results and a better overall experience for repondents.
Engagement level factor
Real world testing In addition to controlled testing environments, we also offer testing in real-world scenarios. Using hidden technology, the respondent is unaware of participation in an ad or package study. This helps us gain hidden insights that respondents won’t readily admit when they know they’re being tested. And by mixing in the competition, we are able to get a more accurate measure of persuasion.
The experts are interested too Our patented technology has been validated in-market and by experts from MIT, Harvard, Barrow Neurological Institute, Scientific American Magazine and a host of others. And this is just the beginning, PreTesting has already created applications for mobile, allowing us to test on smart phones and tablets. In addition we are now able to test digital video on multiple user screens — testing the effects of distraction on advertisers content.
For more information Call: (201) 569-4800 Or email us at info@pretesting.com
Enhancing the power of print marketing
Unlike our competitors, our print methodology tests in a hidden, unobtrusive way. Our respondents don’t know what they’re being tested for. This allows for truly engaging ads to separate themselves from other executions being studied.
Our PeopleReader ™ measures the time a respondent spends with a print ad or iPad ad which results in “real world” involvement/stopping power scores. Our patented PeopleReader™ contains two hidden cameras. One camera records the page of the magazine, while the other camera records the respondent’s eyes—all without the respondent knowing he/she is being tested. We test in-person or online for: • Recall • Main idea communication • Competitive imagery • Intent to purchase, act or consider • Likability • Client-customized diagnostics.
PreTesting’s magazine print methodology was called the standard for the print industry by the Magazine Publishers Association. Our technology is also used by: the Newspaper Association of America and our FSI work has become the standard used by News America. Other print testing capabilities include: OOH, direct mail, sales collateral, annual reports, billing statements and ambient marketing.
Interested in getting the most out of your advertising and packaging investment? Pretesting is the competitive edge you’ve been looking for.
For more information Call: (201) 569-4800 Or email us at info@pretesting.com
PRETESTING BENEFITS AT A GLANCE • One true measure of customer engagement across the entire pathway to purchase. • Hidden, passive technologies that don’t disrupt natural media consumption behaviors. • Detailed understanding of how consumers engage channel by channel. • Roadmap to maximize engagement for each and every touchpoint. • 38 years of experience and norms for virtually all the major categories. • Insight and service beyond the competition.
Dan Morris President
201.569.6808 daniel.morris@pretesting.com
38 Franklin Street Tenafly, NJ 07670 (201) 569-4800 info@pretesting.com | sales@pretesting.com www.pretestinggroup.com