reTesting Company

PreTesting Company is a full-service Market research company founded in 1985 that specializes in print, television, and radio ad copy testing.

History

PreTesting Company was founded in 1985 by American inventor and market researcher Lee Weinblatt. After beginning his career at Perception Research, Weinblatt started Telcom Research, a company that manufactured recorders that used an infrared beam to track a viewer as he watched a commercial in a research setting. Weinblatt sold the company in 1983.[1]

In 1985, Weinblatt started PreTesting Company in order to provide advertising companies with insights into the effectiveness of their print, radio, and TV ads.[2] The company tests subjects in situations where they are unaware of how – and why – they’re being tested, ensuring authentic, unbiased results. [3]

Saccadic Eye Movement

PreTesting Company’s most advanced innovation to date has been a recording device that tracks movements of the eye, called saccades. Through saccadic eye tracking, Pretesting Company can determine not only where a viewer is looking as he’s watching an ad, but also how visually stimulating the ad is.[4] These results can help companies gauge whether their ads are visually stimulating enough to keep the viewers attention, or in contrast, whether they’re so visually stimulating that no actual information is absorbed. [4]

References

  1. ^Andrews, Edmund L. “Technology; Delving Into the Consumer Unconscious”, The New York Times, July 22, 1990. Accessed December 23rd, 2013.
  2. ^Dougherty, Philip H. “Advertising; Approaches to Personnel Search”, The New York Times, February 2, 1977. Accessed July 24, 2008.
  3. ^Horowitz, Bruce “Advertising Message Often Lost in the Medium, Researchers Say”, LA Times, May 15th, 1990. Accessed December 23rd, 2013.
  4. ^ Jump up to:ab Wasserman, Todd “An Eyeball Test for Better Ads”, CNN, April 3rd, 2007. Accessed December 23rd, 2013.

Ofer Abarbanel online library

Ofer Abarbanel online library

Ofer Abarbanel online library