Vision Critical

Vision Critical

July 08, 2010 16:45 ET

New Audience Testing Tool Delivers Multi-Dimensional Response

Vision Critical Launches ReactionPlus in Time for Fall Launch Schedules

NEW YORK, NEW YORK--(Marketwire - July 8, 2010) - Vision Critical the interactive research and technology firm launches ReactionPlus a game changing approach to audio and video testing. Researchers can now measure reaction to audio and video content on multiple dimensions, second-by-second and with rapid results. 

ReactionPlus has been developed for content producers who need an efficient, cost-effective way of vetting a regular stream of content and has been beta tested with some of the world's top media brands. 

Jason Smith, President, Product Innovation, says ReactionPlus was developed in response to conversations with Vision Critical media clients, "It is hard to manage audience testing cost effectively and with clear enough insights to make the big decisions quickly. Where did the audience get confused? What was the most amusing and why? Were they bored, engaged, or annoyed at that point or this point? Our clients wanted those answers, quickly and inexpensively, and from thousands of people across different parts of the world."

What is so different? 

The new testing tool captures respondent feedback across up to ten different dimensions to create a richer view of which feelings are being triggered throughout the programming. Unlike two dimensional dial testing the new tool can 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. 

This 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. By using online panels and interactive software Reaction Plus offers the insight of a focus group but without the cost or time delay.

How it Works

Respondents watch or listen to content and input reactions into a user-friendly graphical interface. Reactions and feelings are recorded moment-to-moment as programming plays.

Immediate feedback is followed by a summary evaluation following content exposure. Audiences are also segmented (core, casual, non-users or demos) to help clarify how the content appeals to specific targets.

Reports are generated automatically and are instantly available online through an interactive reporting portal. Content and results are stored in one central location for easy review:

  • Overall Reaction Score – allowing you to benchmark results vs. other content
  • Moment-by-moment visualization of results
  • Net Promoter Score – see what has the potential to go viral
  • Reaction among audience segments, and more.

ReactionPlus 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.

About Vision Critical®

Vision Critical is a strategic interactive research company combining technology, researchers and global panels. We help companies reduce research costs while generating engaging and insightful relationships with consumers. Vision Critical uses a visual approach, panel technology and our own global panels to embrace markets with the click of a mouse. The company has offices across North America, Europe and Australia and a Global Partner Program that provides other research companies and consultants with access to our technology.

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