PBS Solutions Marketing communication research PBS In-Sight®

PBS In-Sight®

The In-Sight® analysis products and services are presented to respondents in graphical form, such as advertising posters, packaging, and presentation of the offer. In-Sight® analysis significantly enriches traditional methods of pre and post-testing of advertising materials or packaging. This is a module that allows you to look at advertising or products through the eyes of consumers and deepen the knowledge of the examined materials. Depending on the purpose of testing the respondent are asked to mark areas that:

• Attract attention
• Cause positive / negative connotations
• Contain important information
• Are advantages / disadvantages of presented offers.

The collected information will be used to designate the ‘heat maps’ - similar to those obtained by eye-tracking research, which are an attractive visualization of the fields of communication. Presented in a graphic form, the results of the analysis allow for quick interpretation, in an easy form, and indicate the strengths and weaknesses of the investigated offer / product. Here's an example:

Respondents were presented with an offer that allows them to make calls at the price of three groszy per minute, and send text messages to three people with Orange at the price of one grosz, and then asked to select three items that they consider most important. In-Sight ® analysis revealed that the most frequently indicated part of the offer were: rate for calls and the cost of SMS.

Rarely indicated elements were:

• Photo of the offered phone along with price and model
• Name of the deal
• Information on deal activation

Operator logo and other information were considered by respondents as the least important elements of the tested ad.

Due to the similar application and presentation of results , In-Sight® brings to mind the eye-tracking research. These methods however, are different enough that they are no competition to each other. The advantage of In-sight is, above all, quantitative character of the sample, which gives a full representation of results and allows for statistical inference and comparison of results between different groups of respondents. Among the biggest advantages is the time of execution, which ranges from 2-3 days for on-line surveys to up to a week in case of CAPI study.