New outdoor designs scored level on stated measures; implicit engagement and association shifts showed which one worked harder
A building materials brand was replacing its logo-only outdoor with new designs carrying an emotional line, and had two colour routes to choose between.
Stated measures were taken alongside eye tracking, engagement and response-time association shifts, on home-building men in urban and rural centres.
On the questionnaire the designs scored almost identically, as finished work from one brand usually does. The implicit measures separated them: one route engaged better on dealer boards and shifted more of the intended positionings; the other was noticed marginally faster. The client ran the stronger route and knew exactly where the other still had a role.
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- The question
- Which of two new wall-painting and dealer-board designs engages buyers better and builds the intended positioning?
- Approach
- Central location and online tests with TriE eye tracking and engagement and PrimE association shifts, beside a stated questionnaire
- Where
- North and central India, urban and rural
De-identified. Names, places and distinguishing details are generalised.
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