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Socratic PerceptometerSM
Description: Similar to a traditional "audience meter" the Perceptometer uses streaming video feed to present advertisements and product concept demonstrations for continuous (second-to-second) measurement.
Characteristics: The Perceptometer's use of Flash-based streaming video adds control and security for TV Commercial testing, Advertising Storyboards and other audio-video elements. The technique captures:
- Continuous approval or interest ratings
- Overall perception
- Overall Likelihood of Action Measurements (e.g., purchase, recommend, etc.)
- Memorability ratings of key themes and/or elements
- Real time analysis of respondent-level data (e.g. most effective, least effective elements)
- Comparability to established norms for ratings
Output: Perceptometer output consists of a story-board output of moment-to-moment measurements as well as overall success ratings for the stimuli. Clients can quickly assess which communications elements were the most/least highly rated. Follow-up profiling questions ascertain why these ratings were given. Sub-group analysis can also be performed. Side-by-side testing of competing or alternative versions can be compared and contrasted.
Where appropriate, Perceptometer rating norms can be used to judge the relative effectiveness of messages, elements and overall performance. The meter can also be used without the feedback control as a videoclip demonstration tool.
