The Science of Fulfilment – What Women Want Dr. Eamon Fulcher, Split Second Research’s CEO and Co-founder, discusses a recent study for The Female Lead
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
The IMPACT platform is an innovative market research tool designed to determine the visual capture of a brand’s assets through measuring the “pull” type 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 sales.
To achieve this, the platform utilises a simple task that monitors respondents’ reaction times to detect a specific target in a visual scene of products. By analysing the response times, the platform can determine which visual features of a pack or product are most attention-grabbing, providing valuable information on the strengths and weaknesses of a brand’s visual assets. This, in turn, can be used to optimise packaging design and advertising strategies.
Moreover, the IMPACT platform includes an explicit element that allows respondents to expressly identify the parts or elements of a pack or brand visual that they like looking at. This provides deeper insights into consumer preferences and opinions, allowing businesses to refine their branding and marketing strategies to better resonate with their target audience.
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 generated from IMPACT includes images that depict heatmaps similar to those obtained from traditional eye-tracking tools, offering a visual representation of the data for enhanced interpretation.
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 efforts, improve their brand positioning, and ultimately drive sales and revenue growth.
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Our Split Second Research team had a fantastic time exhibiting at Herefordshire & Worcestershire Chamber of Commerce Business Expo earlier this month. At the expo, we had
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