Four relaunch films scored alike on the questionnaire; brain and eye data showed which one to lead with and how to split the media
A national daily was relaunching with four films, each carrying one theme of the new positioning. It had to decide which to lead with, how to split the media money, and what to edit.
Each film ran inside a clutter reel while EEG, eye tracking and facial coding recorded response; a questionnaire and a forced preference followed.
On the questionnaire all four looked equally strong. The implicit measures separated them clearly, down to the seconds that worked and the seconds that did not. The client led with one film, ran two in support with edits, held one back, and received a recommended media weight range for each, plus one cut that improved all four.
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- The question
- Which of four new brand films should a national daily lead its relaunch with, how should media weight be split, and what should be cut?
- Approach
- TriE in clutter reels: EEG, eye tracking and facial coding, beside a conventional questionnaire and forced preference
- Where
- Two cities, urban and upcountry, India, 2022
De-identified. Names, places and distinguishing details are generalised.
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