Breakthrough Technology Gives Television Marketers "e-Motional" Edge

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Introducing, e-Motion, PreTesting's exclusive new patent-pending technology, which now offers market researchers and brand managers the most advanced technology available to measure the intensity of emotional connectedness one feels with television commercials or websites.

However, the speed at which your eyes vibrate depends completely upon your emotional interest in whatever you're viewing. The vibrations are controlled by the brain's desire to obtain more visual information. If someone is engaged in a visual, the brain will seek more details and specifics, creating more focus points, and thus, faster vibrations.

Introducing, e-Motion, PreTesting's exclusive new patent-pending technology, which now offers market researchers and brand managers the most advanced technology available to measure the intensity of emotional connectedness one feels with television commercials or websites. e-Motion technology can record both visual fixations and saccadic response to these media, measuring respondents' emotional interest as they watch commercials. With a target audience's true e-Motions superimposed over a commercial, a second-by-second analysis of a brand's ability to bond with consumers is produced.

According to Lee Weinblatt, Founder and Chief Executive Officer of PreTesting, "For the first time, without the bias of respondent memory, ego or desire to please the interviewer, actual second by second visual engagement can be measured for all target audiences. Our innovations in measuring Saccadic eye activity represent the greatest breakthrough in TV copy testing since PreTesting began measuring whether consumers voluntarily watch or zap commercials in 1983. This new technology will enable us to understand consumer behavior from the inside as opposed to traditional approaches that rely on consumers to explain the reasons for their actions."

For Mark Einhorn, Executive Vice President of PreTesting, the results that e-Motion deliver are unparalleled. "Recording Saccadic Eye Motion is an exciting new innovative technology which we are eager to add to our arsenal of custom diagnostics already provided through PreTesting's methodologies," says Einhorn. "It records consumer's "true reaction" to the various elements and visuals of the commercial that they may not be able to express verbally. The Saccadic information can guide both clients and their agencies in refining their commercials to generate strong engagement with their advertising. Our comprehensive findings and conclusions can potentially save your brand millions of dollars in the long run and make your company millions more with enhanced advertising efforts."

"When interested, human eyes are in constant vibration, and those vibrations are known scientifically as saccades," adds Weinblatt. "However, the speed at which your eyes vibrate depends completely upon your emotional interest in whatever you're viewing. The vibrations are controlled by the brain's desire to obtain more visual information. If someone is engaged in a visual, the brain will seek more details and specifics, creating more focus points, and thus, faster vibrations."

For over 25 years, PreTesting has successfully partnered with Fortune 500 clients to evaluate their advertising campaigns and package designs. As one of the largest advertising research companies in the United States, they offer more patented technologies, more realistic testing environments, and a true to life approach. With expertise in television, print, radio, packaging, out-of-home, direct mail, media research and pharma, PreTesting delivers actionable results and explores ways to further strengthen your advertising and packaging.

For more information regarding e-Motion and other PreTesting services, please visit the PreTesting Web site.

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Lee Haberman
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