Dialsmith Launches Real-Time Video Tracking Tool

Dialsmith, the developer of focus group testing device Perception Analyzer, has launched a new online survey platform which tracks real-time, second-by-second response to video content.

The Perception Analyzer hand-held device is used for a variety of research studies such as TV ad testing and public opinion research, and provided the feedback tool for CNN and MSNBC's broadcasts of the 2008 presidential debates.

The new 'Perception Analyzer Online' solution offers standard and interactive question formats, combined with second-by-second video evaluation, which Dialsmith says engages the respondent far better than traditional methodologies.

The approach gives researchers a graphical view of how a respondent was feeling at all times during the survey process, and allows them to identify any strong feelings a respondent may have about specific people, words, phrases and images which crop up during the study.

David Paull, founder and President of Dialsmith, says the new tool can be used for a variety of purposes such as assessing political message impact, testing consumers' reactions to ads, evaluating packaging design, or testing TV pilots.

Paull comments: 'When you research people's opinions and perceptions, the holy grail is when you unlock the way your target audience really feels at specific moments in time. With Perception Analyzer Online, researchers have access to data collected in real-time, so everything that is perceived is also recorded.'

Web site: www.dialsmith.com .

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.