Vision Critical Rolls Out Audience Reaction Tool

Panels and research technology firm Vision Critical has introduced a tool to enable researchers to measure reaction to audio and video content and create a view of which feelings are being triggered throughout the programming.

The firm says that unlike two dimensional dial testing its new ReactionPlus solution captures respondent feedback across up to ten different dimensions. This enables it to uncover which words, images and sounds trigger engagement, as well as at what point a storyline captures or loses its audience, and which presenters have most appeal and why.

Additionally, the product can pinpoint whether calls to action are being noticed, if the laughs are coming in the right places, or if design elements are distracting more significant messages.

The solution can be used for promo and teaser testing, on-air talent/personality testing, feature testing, in-program messaging (IPM), TV and radio ads, and web content including podcasts or online video.

Respondents watch or listen to content and input reactions into the tool's graphical interface. These reactions and feelings are recorded moment-to-moment throughout a program, and audiences are segmented to help clarify how the content appeals to specific targets.

Immediate feedback is followed by a summary evaluation following content exposure. Reports are generated automatically and are instantly available online through an interactive reporting portal.

'It is hard to manage audience testing cost effectively and with clear enough insights to make the big decisions quickly,' states Jason Smith, President, Product Innovation. 'Our clients wanted to know what audiences found most amusing and why, and whether they were bored, engaged, or annoyed at given points. ReactionPlus provides those answers and from thousands of people across different parts of the world.'

Web site: www.visioncritical.com .