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

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.

Implicit

Explicit

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.

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