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Socratic Clutterbook^SM

Description: Similar to techniques used for copy recognition and memorability testing, the Socratic ClutterBook^SM technique presents advertisements, themes and other forms of visual stimuli within the context of competing "clutter." Shown in the form of "pages" of content, the respondent's task is to perform a timed skim through of the material and then report memorable ads, themes, messages, etc.

Characteristics: The Socratic ClutterBook^SM helps normalize time bias in traditional techniques by tracking view time by area of content. Unaided and aided recall, copy recall, key message meaning, persuasiveness and other similar measurements can be collected. "Skim-through" interest can be measured using "click tracking," wherein the respondent is asked to click on anything of interest during the skim-through process. Reconstruction technique can be used to aid the respondent in "re-building" the recalled test stimulus from alternative component elements (e.g. logo, background color, product illustration, copy points, etc.)

Output: Total awareness of test stimuli are reported as the proportion of unaided + aided awareness. Recall is usually reported as the proportion of the sample that correctly recalled the key message components and brand. The degree to which the test stimulus was judged as "interesting" during the skim process is stated as the percentage of those who clicked the item.

Results from these tests focuses on general recall and specific messaging recall. The technology can also be used to correct for differences in time and duration of examination between respondents. As various text and advertising elements are displayed, participants also have the opportunity to click on various elements for either expanded views or to explore something of particular interest.

In addition, this technique can be used to test for confusion and or correct recollection of specific messages being communicated. This is of particular interest when targeted messages are being produced for sophisticated or narrowly defined market niches.

Because this technique (like all WebComm Toolset^SM methods) can be embedded within profiling surveys, additional segmentation work can be done to identify groups of people who are more likely to recall and remember graphic elements of advertisements and ad copy.