Spotlight Image Testing
Mercury presents Spotlight testing, our latest technology for testing ads, webpage wire-frame designs or images of any kind. Within an online survey, respondents are presented with a high resolution image along with a “magnifying glass” effect that respondents can move around in order to examine in detail any portion of the image. Every 1/10th of a second, the system records the magnifier’s precise location along with the time spent at each spot, allowing heatmaps to be generated for any audience segment that pinpoint those areas that respondents examined most closely and those generating the least attention.
In addition, as respondents move around evaluating an image, they can “Click” to mark any areas of the image that are particularly noteworthy, based on the instructions given in the survey (i.e. “Click areas that are of ‘most interest’, or that ‘generate confusion‘) — permitting such very noteworthy locations to be aggregated across an audience segment and displayed on a heatmap separately from or together with the audience’s movement heatmap.
If you want to rapidly and cost-effectively test print material to see where respondents really spend their time, where they have greatest or least interest, or which are the strongest and weakest elements of execution, include Spotlight technology in your next online survey.
See for yourself — click here and take part in a demonstration survey that features the Spotlight research technology.
Full Feature List
Expose Areas Generating Interest
Select an audience segment and click "Generate" to see in seconds the areas most and least visited by the audience.
Expose Noteworthy Areas
Also review those areas of the image that respondents found particularly noteworthy, either overlaid onto the movement heatmap or as a stand-alone image.
Download Heatmaps in Seconds
Download the audience movement heatmap as a high-resolution PNG graphics file, ready to insert in your analysis.