The risk of believing you already understand your customers
We talk a lot about the consumer truth gap, which is the gap between what people say they are going to do and how
March 3, 2026
IMPACT
Understanding Which Design Assets Grab Attention With IMPACT:
A Powerful Market Research Tool for Visual Capture of Brand Assets
Revolutionising Attention Analysis for Packaging Design with IMPACT Platform
IMPACT is an innovative market research tool designed to determine the visual salience of pack through measuring the “pull” of attention. Unlike traditional eye-tracking methods, IMPACT provides an alternative approach that can be as effective, if not better, in predicting which assets grab attention and lead to increased engagement, and hence sales.
The platform monitors reaction times to detect a target that replaces a scene of products. By analysing the response times, the platform can determine which visual features of a pack or product are most attention-grabbing. This provides valuable information on the strengths and weaknesses of each a brand’s visual assets. This, in turn, can be used to optimise packaging design and advertising strategies.
Explicit response
IMPACT includes an explicit element that allows respondents to expressly identify parts of a pack they like looking at.
They merely click or touch the parts of the pack they like looking at.
This provides deeper insights into consumers’ preferences and opinions. This allows businesses to refine their branding and marketing strategies to better resonate with their target audience.
Combining implicit and explicit perceptions of a pack and its visual assets is very useful for understanding where attention is directed. This can often be counter-intuitive. Meaning that sometimes assets you would think would be the focus of attention are not. Something else on the pack pulls attention to it.
It’s also possible to identify packs in a competitive set this way too. It can also be used to analyse a visual scene, such as a shop front to see what grabs attention and what is ignored.
Effortless Data Analysis and Visualisation with IMPACT Market Research Platform
The IMPACT market research platform provides researchers with easy to download data in a tabular format, such as an Excel file, enabling straightforward sorting, filtering, and analysis of the data related to various packs and brand assets. The output includes heatmap images similar to those obtained from traditional eye-tracking tools, offering another visual representation of data.
Overall, the IMPACT platform is a powerful tool for market research that can provide businesses with valuable insights into the visual capture of their brand’s assets. By leveraging this data, businesses can optimise their marketing, improve their brand positioning, and drive sales and revenue growth.
Testimonials from our Global Clients:
"This neuromarketing research method has proven an invaluable tool for the generation of targeted insights to make the decision making of our company more efficient. The innovative research tool of Split Second Research has helped us to re-evaluate our promo strategy within SSDs and Juices, to drive their penetration and frequency more effectively, while at the same time building on brand loyalty. This methodology helped us understand the reasons behind the failure of mechanisms that were previously evaluated using more traditional approaches as attractive with high purchase intent. Implicit research has pinpointed the deficiencies in the previous execution and has enabled us to improve upon Coca-Cola’s promo communication strategy."
"The fastest agency in town!"
"I trust Split Second Research with my market research needs, any day of the week. Completely reliable, fast, and efficient. They have the best expertise I know."
"Split Second’s implicit tests are invaluable for understanding the impact an advert can have (or not have as the case may be!)"
The work was very insightful and enabled us to successfully refine positioning and marketing materials for the new prescription medication to reduce the risk of stroke. We found Split Second Research to be highly professional and totally reliable. Their Implicit research methodologies provided very valuable insights into physician decision-making. We would happily employ them again for future projects
"The research revealed insights we have never had before."
"Split Second Research does amazing work, and the staff are always a pleasure to work with."
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