Client:
Millward Brown / Skoda
Objective:
To analyse viewer behaviour and engagement
Method:
30 participants, interviewed with eye tracking
Total project duration:
1 day
Service:
THiNK TV Rapid Field Testing
Location:
Reading, UK
Methodology:
30 people from the general population viewed the TV ad within the context of a TV show and other ads.
Implicit measures:
Eye tracking
Explicit measures:
Questions in Millward Brown’s
Findings:
Through explicit measures it was found that the advertisment was well branded for Skoda, but not so well for Fabia. Eye tracking strongly complemented the explicit measures, clearly illustrating and answering why the different branding success occurred.