TNS Interactive Solutions
3D Modelingis a research tool that allows respondents to review a product in a life-like representation. It enables respondents to manipulate the product and observe it in a 360 degree span, thus, gaining an immediate impression of its physical appearance.
This tool may be used in any research situation that may benefit from a higher level of interaction with a product or a package. In some cases, a 3D model may take away the need to supply real products or packaging to respondents.
ClickSpot is an in-survey solution that can be used to determine how people look at an image (poster, ad, concept image). Respondents are given a limited amount of time to look at and click on parts of the image that interest them.
There are no pre-defined selectable areas. Instead, respondents can click on any part of the image while the coordinates of their input are recorded.
ClickSpot may be used together with standardized concept tests or as a stand-alone product. The input should be predominantly visual as the tool is not particularly suited for text-heavy materials.
ClickSpot captures click position, number of clicks and the time interval of action. Produced data is then processed in order to generate the heat-map. Heat maps can be created for any sub-segment of survey respondents.
iscope is an online adaptation of a research application that we have used for decades in face-to-face interviews.
Its powerful diagnostics are analyzed in the context of our global innovation database of over 60,000 records, to help clients identify the real winners and weed out the marginals.
The essential idea of iscope is to show a product or a package in a controlled sequence of exposures. After each exposure, respondents are asked to record what they were able to see.
The length of exposure increases gradually from 1/60th of a second to 1 second or more. By asking respondents to report what they see at each exposure, we measure the relative speed of brand or product recognition.
iscope is typically used in product/ package redesign research. Moreover, iscope can be successfully used to establish whether a new package is compromising the speed of brand recognition.
Highlighter provides an analytical framework that enables optimization of marketing words, phrases and images. Highlighter is an intuitive tool that allows respondents to express their attitudes towards stimulus elements in a visual way, by colour-coding them.
A stimulus is divided in selectable areas that may include single words, multiple words, phrases or graphical elements. Respondents indicate their liking of an element by clicking on it once or disliking by clicking twice. In turn, selected elements are colour-coded accordingly.
Highlighter can be used in combination with standardized concept tests or as a stand-alone product. It is invaluable in a number of applications such as:
- Testing ad creatives - because it identifies elements that contribute to positive concept perception.
- Concept optimization - due to shortening concept development time.
- Concept positioning - since it develops optimal positioning.
- Package optimization - where it helps enhance package design with consumer input.
Highlighter has been proven to elicit greater respondent commitment to the survey experience, resulting in more valid findings. Obtained results can be included in the detailed tabulation or can be presented in a 'heat map' form, allowing for instant recognition of creatives' strengths and weaknesses.
iCreate is a research solution that allows respondents to arrange key features of a product or package concept into their preferred or ideal design. It has been designed specifically for package optimization projects. It engages respondents in a creative way and invites them to take part in the package design process.
This solution elicits respondent's preferences in an intuitive and visual way. It eliminates the need to create different test products/packages as respondents create their preferred ones themselves.
iFind is a research solution that measures how long it takes for respondents to recognize a particular element of a visual stimulus. It provides a quantifiable measure of how prominent and effective really is the main feature of an ad, product concept or package design.
Our team of virtual reality developers custom builds virtual products, services, or point of sale environments that respondents can interact with online. This is an extremely powerful research mechanism enabling measurement of a 'real' experience instead of respondent-reported behaviour recounted from a prior experience.
The TNS ipop virtual reality research tool simulates, online, the functionality of a product or service. The respondent 'uses' this functionality online in a measurable survey context. Virtual reality project have been successfully used in:
- Usability testing
- User experience testing
- New product development
- New feature development
- Ad placement testing
iSee is a research solution that provides a framework for measuring quick and instinctive response to a visual stimulus.
Respondents are exposed to the stimulus for a defined period of time and asked to perform tasks such as selecting image elements they like or dislike, finding a particular element, etc.
iSee is particularly applicable in ad or package optimization projects, where the goal is to ensure that viewers' attention is drawn to the right element of the message during the first few critical seconds of exposure.
PageTurner is an online research solution that allows for testing of any printed multi-page material. It provides an environment that simulates an experience of reading a newspaper, magazine, catalogue or a direct marketing piece.
Scans of a multi-page stimulus are used in survey design. Respondents 'turn' pages by grabbing a corner and flipping them over by dragging their mouse. They can zoom in to see more details, navigate around the image in zoom mode and select individual articles. Respondents actions are recorded and can be used to further drive questionnaire logic.
PageTurner is an excellent solution for:
- Testing advertisements within their print environment.
- Testing publication design - sales materials, promotional materials, etc.
Furthermore, PageTurner provides considerable savings over face-to-face testing in terms of time and money, without sacrificing the closeness and immediacy of presentation of printed materials.
iVISIT provides a 3D environment that simulates a complete real store experience - in terms of branding, shelving, promotions and product pricing. iVISIT features an immersive system with realistic product representation and ensures that respondents can make true-to-life shopping decisions.
iVISIT utilizes Flash, a common browser technology, which ensures that the majority of respondents are able to view it. After going though the technology compatibility check and navigation tutorial, respondents are presented with a full shelf view. Using the navigation console they can come closer to the shelf and move sideways along the shelf.
When close enough to the shelf, products can be selected for closer inspection of the front and back cover of the package. A shopping cart button then enables the virtual purchase of a product in any quantity desired. The shopping cart can be reviewed and its content altered. Upon finishing the virtual shopping, respondents use the check-out button to return to the survey.
User actions are recorded and can further drive questionnaire logic, or be analysed in their own right. iVISIT records the following user actions:
- Product picked up
- Product back side viewed
- Price of the product selected
- Product put in shopping cart
- Product removed from shopping cart
- Products bought and their prices
iVISIT is an extremely flexible tool that is particularly successful for:
- Shelf impact testing - product placement
- Pricing research
- Packaging testing - equally for line extensions as well as new package development
- Volume forecasting - based on observing 'real' behaviour instead of declarative 'intention-to-buy'
Web-Eval is a group of research tools aimed at measuring the effectiveness and usability of a web site. It comprises three modules that mirror stages of web site development.
- Content module - geared towards optimization of the content during the concept phase. This module typically consists of a series of qualitative exercises that may be conducted either online or offline. The main idea is to determine content effectiveness/impact as respondents navigate through the web site under a moderator's supervision.
- Usability module - helps perfect the usability and design of the site. One-on-one interviews are conducted in order to reveal how well visitors are able to complete specific tasks and identify any potential user difficulties.
- Satisfaction module - measures satisfaction and helps improve web site performance. This module is administered via a quantitative survey conducted with visitors to the web site, by inviting every 'n'th one using a pop-up display. A standardized questionnaire is administered. At its core are standard questions that allow comparisons to norms generated from 24 countries. Base standard questions can be supplemented with additional custom questions.
WebEval helps improve website design and performance by addressing the following aspects:
- Overall user experience
- Ease of use
- Web site content
- Site organization
- Site nomenclature
- Visual appearance and design
- Brand impact and perceptions