Brand Recognition Testing

[googl...@ai-usability.com]

Brand recognition testing, is it something that clients want or think
they need?

AI Usability, carries out testing on media offerings for originators
(and often competitors) where the dailies from TV advertising and
program product placement are tested (from anywhere in the world, using
local eye tracking) to see if the embedded brand messages are being
passed to viewers.

Testing is carried out using a mixture of interview, eye tracking and
ethnographic studies designed around media and target groups. AI
Usability is also involved in testing with children and teenagers who
offer many insights into the appropriation and cultural relevance of
branding.

AI Usability's eye tracking capabilities allow participants to walk
around while wearing remote capture equipment, to wander down high
streets, walk into shops or view computer screens, TV's or cinema
presentations. Ethnographic studies involved the application of new
brands or delivery systems to existing environments where changes can
be observed through dynamic play, discovery, response and group
dynamism changes.

Linked to this is participant recruitment, profiling and data analysis
which can take three to five hours for each hour of recorded materials
dependant upon the depth of results required. In a basic study of ten
participants there is 8 - 12 hours of set-up, 5 hours of participant
preparation, and 10 hours of activity and up to 50 hours of analysis.