Perceptual Analyzer
What is it?
The Perceptual Analyzer is a computerized tool used in a focus group format to evaluate TV advertising by measuring participant opinion systematically. It consists of up to 15 individual dials, or data transmitters, a receiver and a portable computer.
What is its purpose?
The Perpetual Analyzer allows a second-by-second evaluation of an advertisement, whether it is on radio or television. It also allows a confidential quantitative measurement in a focus group setting, thus avoiding a "conditioning" of participant opinion by "group leaders" or the "majority" of the participants. The results may be blended with image or sound, giving an instantaneous perspective of public reaction to the commercial.
The information may also be subdivided into groups, in order to determine each group's perception separately.
Applications
This tool is ideal for use during the pre-production phase of advertising copy. It can also be used to evaluate concepts or "storyboards".
The Perceptual Analyzer system is completely portable, permitting its use anywhere. CID Gallup owns viewer and group rooms in all the region's countries, designed especially for focus groups, with one-way glass and client observation lounge where equipment may be installed.
Questions
Generally, at the start of a session, demographic or general questions are asked to cross check the data (i.e. sex, age, education level, most often-used brand, etc.).
At the evaluation's mid-point "dials" are used to measure the commercial(s) under review. Following the video evaluation, a set of questions is posed to determine the commercial's level of appeal in such aspects as content, music, credibility, understanding, and central theme, among others.
The final set of questions leads into a discussion in the usual context of a focus group.
Participants
Participants are chosen by means of a rigorous selection process that guarantees their objectivity as evaluators. There are two principle types of participants:
Target market of the ad campaign
- Defined normally by educational/economic level, gender, age and product usage.
- At times, the objective may be to measure the impact on other segments of the population. For example, a politician that wants to attract a female electorate should evaluate the impact of his message on women, and also determine if men would be affected or not.
Current product uses
- If the ad has an informational focus, it could be advantageous for the users to evaluate its content and determine its clarity and believability.
Related links
» Consumption, Use and Attitudes
» Monthly Advertising Follow-up
» Evaluation of Advertising Campaigns
» Image Studies
» Brand Presence
» Investigation of Names and Concepts
» Center for Qualitative Research
» Advertising Penetration