Print media research and testing
We pioneered the use of eyetracking for usability testing and have now extended this to include research and testing of printed materials. We help you understand which aspects of your materials grab attention, maintain attention and get remembered.
We can test a wide variety of material, including: magazines, direct mail, newspapers, outdoor advertisements, pack designs, book covers, instructions
Why eyetracking?
Eyetracking lets you see how your material is visually consumed by your audience. With the information and analysis we provide you can optimise your designs, or choose from competing designs.
With eyetracking you will know:
- what is capturing your audience's attention
- what your audience ignores or fails to notice
- where and when you lose your customer's attention
- if your ad is being noticed
- where to position your ad for best effect
- whether your key messages or brand are being noticed
- the path your audience takes when consuming your material
Fast feedback service
If you need feedback on a single page we offer a scheduled fast feedback testing service. This service is best for when you want answers to a key simple question such as 'is my branding coming through on this page?'.
Tailored testing service
We will design a bespoke testing and analysis process to provide you with the answers you need.
Depending on the material and the key issues we will also develop additional psychological tests to correlate with the eyetracking analyses. These may test aspects such as recognition and recall.
Read enough?
Related content
Which ad would you sign off?
Subtle changes to an image can create dramatic changes in visual behaviour.
The two ads above are identical except for where the model is looking.
When she looks at the product - so do potential customers (shown by the heat maps) - not only that, they remember the product name and branding better too.