For Pre-testing Programs and Commercials
Will they really watch it?
For TV and home videos, the bottom line is not if captive audiences say they like them, but whether non-captive audiences actually watch them. EyesOn (sm) pre-testing gives you a way to find out - and to discover just what parts of your material will draw, and what parts will turn them away.
A behavioral measure
The core of EyesOn (sm) testing is behavioral observation: when do people look at the program and when do they look away? Audience members view the test program in a standardized room layout, with a controlled level of distraction in the form of an ever-changing series of still pictures. They are free to look at whatever they want to: the program or the pictures. Their faces are videotaped by a camera mounted between the screens.
By recording where they direct their gaze, you can find what parts of the program hold their attention and which parts do not. Sometimes they look at the test program(Test Program side) (Distracter side)
Sometimes they don't
At home, TV is watched under distracting conditions. It needs to hold kids interest against these distractions. In the test room, the second TV with its kid-appealing pictures provides a controlled distraction to make the viewing experience psychologically more comparable to watching programs in the real world.
EyesOn Flow Chart -- Sample
We also measure opinions
In an interview after the viewing session the children are asked what they remember, what they liked and didn't like, how they perceived key characters, and whether they would watch the show if it played on air.
Attention-getting really matters
A research study about attention and opinion (published in the Journal of Advertising Research) pointed clearly to the fact that attention getting and opinion formation are both essential to winning repeat viewers of TV series.
By themselves, opinions did not predict real-world viewing, and attention levels predicted it rather weakly.
But it turned out that if kids had paid close attention to episode #1, and had said they would watch it again, they did so. If they paid close attention and then said they wouldn't watch it again, they didn't. But if they hadn't paid close attention, it didn't matter whether they had said they would watch it or not. They had the same low level rates of viewing either way - as if they had just stumbled randomly into the program.
Basically, if you have an attention-getting show, kids' opinions are very predictive. If you don't have an attention-getting show, it doesn't matter what they have to say. Bottom line: you need to look at both behavior and opinion if you are going to know how kids will react.
TV Commercial Testing.