Hi-tech researcher OTX (Online Testing eXchange) has integrated the simulated moderator software Socrates into its AdCEP pre-testing product, which measures how emotion, message and context impact the performance of advertising.
Developed by linguistic research firm Quester, Socrates
is designed to naturally explore any comment to obtain an understanding of what impacts consumer decision-making. The firms say the new combination enables Socrates’ language recognition software to conduct interactive one-to-one interviews with all consumers, and reveal how and why they are responding to and engaging with ads.
Consumers interact with the software in an online survey environment using an interface similar to an instant messaging box, capable of carrying on a full conversational interview.
The AdCEP methodology provides an understanding of emotional response by quantitatively using CEPTest
measures, and biometrics through the measurement of people’s moment-to-moment emotional responses.
‘By integrating Socrates’ qualitative approach, we now have a strong third method integrated into our approach, that allows us to tell a more complete story about how an ad is performing,’ explains Jim Forrest, OTX SVP of Advertising and Brand Insights.
Web sites: www.quester.com