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TV Ameritest® - INTERVIEW PROCEDURE
Ameritest® uses a proprietary picture sort method to provide a visual vocabulary that describes non-verbal processing of TV advertising. The picture sorts provide a frame by frame evaluation of:
- Attention
- Emotion
- Meaning
Respondents sort cards, each showing an individual scene from the ad. The number of scenes given to them to sort depends on the visual complexity of the ad.
It is a simple, enjoyable process:
| for the Flow of Attention® | they sort scenes into those they remember and those they do not |
|---|---|
| for the Flow of Emotion® | they sort the scenes into six categories from strong positive to strong negative emotional reaction |
| for the Flow of Meaning® | they sort scenes into a set of pre-assigned meanings that are chosen to match the strategy of the ad we are testing. |
The sorts can also be customized to measure multiple facets of response to the ad e.g. "credibility".
Individual lines from the narration are sorted in a similar way.
