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Socratic Te-Scope^SM

Description: Similar to a traditional T-scope (abbreviation for Tachystiscope which delivers a very short exposure to visual stimuli) the Socratic Te-Scope^SM allows short, controlled views of ads, packaging designs, shelf-sets and other Consumer Packaged Goods (CPG) visual elements via the Web. Each stimulus is loaded and then "played" so that slow connection speeds, high traffic and other problems inherent with Web transmission are eliminated. This technique is commonly employed to measure the shelf impact of packaging.

Characteristics: This methodology allows for very brief exposures (.05 seconds to 2 seconds) to a visual element. Following the viewing, subjects are asked to state what they recall about the image they saw, first in unaided and then aided question formats. Typically, up to three exposures may be used to gain more and more information about the elements that the viewer detects, and in which order they are recognized. Memorability can be tested as subjects are asked to place key elements back in the correct location in which they appeared (e.g. "Please move the product you mentioned back into the position on the shelf where you think you saw it.")

Output: Socratic Te-Scope^SM output consists of unaided and aided element recognition and brand identification analysis. The output from a timed exposure test can be used in many ways. One of the most direct measurements is known as the "Threshold of Recognition." This test shows the level of exposure for certain elements to become "recognizable" to a certain proportion of the test participants. Usually, the first things to become cognitively visible are colors and geometric forms. For example, with very short exposures respondents will often still be able to report shapes and colors, e.g. "red triangle," or "blue square."

As time of exposure or number of exposures increases, more abstract elements such as brand names and product names become recognizable. The greater the proportion of people who recognize a brand's design, logo or signature coloration at early increment of exposure-the lower the overall Threshold of Recognition.

A recognizable graphic element also has the property of "engagement." Engagement occurs when an element attracts and holds the attention of the viewer. This results in the lowering of scores for other, less impactful elements.

In addition to recognition, memorability is also an important facet of Te-Scope testing. The ability of test participants to correctly identify the general area in which a design was seen helps to identify false-positive results. In other words, sometimes people will assume a brand design is present if it is well known within the category being tested. If the well-known brand design is less impactful, people will be less able to correctly identify its position within the design array.