“Point-and-Click” Print Media Testing
Mercury has special tools that advance the science of testing printed material. Whether testing a single page ad, data-sheet, promotional handout, magazine cover or any type of collateral material, or a multi-page brochure or magazine spread, Mercury’s tools immerse respondents in the material in an extraordinarily natural way, permitting them to interact with the materials in a live-like manner.
Respondents can review the printed material and be instructed to click and highlight those elements that are “most interesting” or “least interesting”, or based on any other criteria, on a single page or as they “flip through” a series of pages. They can even be asked a question immediately upon clicking “an element of interest” in order to rate the element, or identify “why “ they are clicking. All respondent clicks and responses are captured and stored together with all other survey data.
At the Analytics Workbench, heat-map reports can be generated for each tested page that detail what elements were clicked most or least among each audience segment selected. The Analytics Workbench can also expose, if an optional question was asked, the responses received — permitting in-depth understanding of what respondents like most or least about each element.
Contact Mercury and learn more about testing print material.
Full Feature List
Point and Click
From within your survey, show respondents an ad or any printed material and allow them to "click" on elements of greatest interest, also providing a quantitative rating.
Flip Pages and Find Out "Why"
Allow respondents to naturally flip through multi-page spreads, brochures, or handouts and, when an element is important and clicked, find out "why", while the reason is top-of-mind.
At the Analytics Workbench, review heatmap reports that clearly identify 'per audience segment' those elements that were most or least clicked, or explain why individual elements were clicked, along with all other analytics.