Our award-winning memory-based techniques
Winning the marketing memory game
Our techniques provide unparalleled depth of understanding on what people will and won’t remember from advertising when it goes live. This insight guides the creative team to make changes that can dramatically improve an ad’s effectiveness and contributes to macro learning on how to make future advertising even stronger. You cannot gain this kind of understanding from A/B testing.
PictureSort™ is included when testing any advertising in video form. Participants are shown all the visual components from the video in random order and asked which they remember. For each image recalled, respondents are asked about their emotional reaction to it and its meaning (picked from a list of options). Responses tell us whether and how the ad gains people’s attention and identifies the emotionally relevant moments that convey the desired meaning and ultimately motivate people to buy the brand.
Flow of Attention®. Here’s an example of the Flow of Attention® for an Oreos ad.
CopySort™ is included for ads where copy is intended to play a key role. Participants are shown key lines of copy from the ad in random order and asked which they remember. For each phrase recalled, respondents are asked how relevant they find it. Responses tell us which lines of copy stand out and convey the desired meaning.
Flashtest™ is used to understand how well a static ad grabs people’s attention and whether it generates enough interest to encourage viewers to spend more time looking at the ad and reading the copy. Respondents are shown the ad for controlled periods of time: 1/2 sec, 1 sec and 4 sec, and asked to identify where their attention was focused and what thoughts and feelings are generated after each exposure. Analysts then use this data to track the path of the consumer’s mind (not just their eyes) through the ad.
The Branded Memories™ Map shows which emotionally charged images from advertising are having the desired effect on brand perceptions and purchase motivation. This highlights visual themes and copy elements that can be built on in future advertising to ensure it is engaging and persuasive.