ADs Effectiveness, Printed and Outdoor (2 layouts)
This is an Eye Tracking methodology. You will need an eye tracking device for conducting interviews.
You can order an eye tracking device from CoolTool Marketplace.
More About This Methodology:
The main purpose of this survey is to evaluate the potential effectiveness of printed or outdoor advertisement.
Key indicators to be analyzed:
➢ ADs overall likability among customers
➢ eye-catching in comparison to other ADs (eye tracking)
➢ effectiveness of branding elements such as logo, main message etc. (eye tracking)
➢ credibility, difference from other Ads
➢ driving purchase intent
➢ sharing information about the Ads
➢ weak points of the ADs
Preset number of layouts in current template - 2 AD layouts (both shown to each respondent in random order).
Test this methodology. Switch to Live mode if you are testing with an eye tracker. Switch to Preview mode if you do not have an eye tracker yet.
To evaluate 3 and more AD layouts please:
➢ copy the Section "AD LAYOUT_DETAILED TEST" for each of them
➢ in Section settings check RANDOMIZE SECTIONS and choose DETAILED TEST
➢ to use monadic test (you can choose how many layouts to show to your respondents, e.g. 2 out of 4) in Section settings check USE MONADIC TEST under RANDOMIZE SECTIONS and put the number of layouts to show to each respondent (in our example - 2). All the layouts will be shown in a random order.
Recommendations concerning the Section with the mix of ADs:
➢ Be sure your AD layouts are well seen on the screen (too many layouts could be too small, hence not very well visible)
➢ Create equal conditions for the tested layouts to get the correct results of the analysis. For example, if you test 2 AD layouts under the Brand 1, all other Brands also need to be represented by two alternatives of the AD.
Recommended sample size: 50 - 100 respondents per each layout.
Please add demographic questions to find your target audience.
Learn what is CoolTool Eye Tracking solution.