truReaderTM
PTG’s truReader solution provides advertisers and their agencies with an organic print communications testing platform. While some methodologies rely on a forced-exposure setting where consumers are asked to self-report based upon artificial exposure to an ad, PTG provides the critical context needed to accurately assess the print ad by capturing involvement, engagement and persuasion in a natural environment.
Respondents participating in a truReader study are exposed to two magazines and told that a publisher is interested in their opinions on the proposed publications. The respondent will be instructed to read through the magazines at their own pace so that they may answer some general questions regarding the articles and features once they have completed reading the publications. The magazines will include a representative number of articles and advertisements targeted towards the interests of the respondent. The test ad and a competitive ad will appear in both magazines so that the respondent can receive two exposures to the advertising.
As the respondent reads the magazines, a reading lamp will be sitting on the table to provide light. Unknown to the respondent, this table lamp is a patented PTG device called the PeopleReader™. The PeopleReader contains two hidden cameras. One camera will record each page of the magazine, while the other camera will record the respondent’s eyes. The PeopleReader provides an accurate measurement of involvement for each page the respondent reads to reveal the stopping power of the test advertising and the level of involvement / average time spent reading the ad.
Additionally, our truReader methodology uniquely incorporates our patented Saccadic Eye Movement Recording technology which measures visual engagement with the print ads as well as element-by-element eye tracking and line by line copy reading. This diagnostic measurement will add understanding to the communication strengths and weaknesses of the advertising and will provide real-world predictive learning and actionable results which can be used in developing future advertising.
Following the magazine reading experience, we will gather a series of measures necessary for understanding real world effects. After these questions are completed, we re-expose the ads using forced exposure to get into deep diagnostics which add texture to these real world findings.
Our magazine testing methodology has been widely used to evaluate print versus other media channels by the Magazine Publishers Association and other heavy print advertisers including Time Inc. and Readers Digest. We have conducted newspaper research specifically comparing print to other media on behalf of the Newspaper Association of America as part of its largest industry study and our FSI evaluations have become the standard used by News America, one of the largest suppliers of FSIs in the US.
To learn more about truReader, please contact us at info@pretesting.com.
