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.
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.
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.
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