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Attention / Attraction

Attention / Attraction Test

Which of several alternatives attracts the most attention - in a TV ad break, on a store shelf, on a web page?

What It Measures

Pre-conscious attention. Also called "bottom up" attention. Relative abilty of a stimulus to "pop out" in a crowded field of competing stimuli.

Use It To...

  • Compare package designs for shelf "noticeability"
  • Determine how well a TV ad stands out in an ad pod
  • Determine how well an online ad attracts attention on a web page
  • See which elements of ad copy draw attention in A/B testing
  • Test attention to product placement in entertainment and games
  • Identify what draws attention in software GUI designs

How We Report Results

  • Standardized attention metric on a 0-10 scale
  • Eye tracking heatmaps
  • Continuous attention graph (ongoing stimuli like ads, entertainment programming, game play, web experience)

Underlying Science

  • Visual search, eye tracking
  • Event-related potentials (ERP)
  • EEG frequency band analysis
  • Physiological response analysis: skin conductance, pupilometry
     

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