Trailers hold attention while the story is still unfolding and lose it the moment the audience has worked it out
A streaming platform tests its trailers and teasers with us before launch: series, films and originals across several rounds.
Premium subscribers watch each cut twice while EEG, eye tracking and facial emotion record second by second; a reaction-time test adds implicit liking and intent, beside the stated appeal.
The pattern across rounds is consistent: cuts that set up the story hold attention, and cuts that rely on fast unrelated shots or long solo close-ups lose it, however well they score on stated appeal. Each round ends with specific edits, and the platform's own norm bank grows with every test.
Curious to know more? Write to us and we will take you through this case, and others like it, in depth. projects@bigbluebanyan.com
- The question
- How well do our trailers and teasers engage the target audience, and what should change before launch?
- Approach
- TriE central location tests with premium subscribers: EEG, eye tracking and facial emotion across two viewings, plus reaction-time liking and intent
- Where
- Two metros, India, 2019 to 2020
De-identified. Names, places and distinguishing details are generalised.
Related studies
New outdoor designs scored level on stated measures; implicit engagement and association shifts showed which one worked harder
Two outdoor routes, level on stated scores. Eye tracking, engagement and association shifts showed which one worked harder, and where each belonged.
A post-launch check showed a new corporate film carried the brand at 80 per cent, well above the norm
A corporate film with late branding, checked after launch. Spontaneous linkage of 80 per cent, well above norm, plus one small fix for the digital cuts.
Two video formats scored alike in isolation; seen side by side, seven in ten chose full animation
Two video formats, level when rated alone. Side by side, 69 per cent chose full animation. The test became the client's routine for later creatives.
Have a similar question?
Tell us the decision behind it. A senior researcher replies quickly with what it would take.