Socratic ClutterbookSM

Used Primarily For: Graphics and Messaging
Characteristics: Fast-Paced
Output: Similar to techniques used for copy recognition and memorability testing, the Socratic ClutterBook technique presents advertisements and other forms of visual stimuli within the context of competing "clutter."

Shown "pages" of content, the respondent's task is to perform a timed skim-through of the material, and then report memorable ads, themes, messages, etc. Respondents may be allowed to page through the ClutterBook at their leisure or the length of exposure for each page can be controlled.

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