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Why
VERT
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Technologies
have paved the way for access to essentially limitless information,
but the human capacity for processing information fundamentally
remains unchanged. With the barrage of messages consumers are
exposed to daily, the only way to be heard is to be noticed,
with the reality of being noticed only becoming more complex.
If
a consumer immediately responds to a visual stimulus at an emotional
level, the chances that she will take the time to learn more
about the messages it conveys are increased, with an immediate
reaction especially desirous in a competitive scenario. This
'stopping power' strength is an essential component of effective
packaging design, webpage design and usability, print ads, and
all other types of visual marketing materials.
Emotional
response also plays an invaluable role in brand recognition
and recall. Because emotional response is processed at a sub-conscious
level, it stays with a person long after visual attention (color
scheme, images, text, etc.) has subsided.
"Memory and Emotion are intimately linked biochemically,
with hormones like adrenaline actively involved in forming the
neurological patterns we call memory. Any kind of emotional
experience will create a stronger memory than otherwise would
be created."
Dr. James McGaugh - Neurobiologist at the University of California,
Irvine
Using state-of-the art eye-tracking technology and the iMotions™
Emotion Tool®, the VERT
research methodology provides unrivalled understanding of how
consumers respond to visual stimuli from the initial pre-conscious
emotional stage to conscious visual engagement. Coupled with
traditional in-person and online attitudinal and behavioral
research techniques, VERTual insights provide a holistic approach
to maximizing the attention-capturing quality and persuasiveness
of your marketing and advertising initiatives.
The
VERT methodology is ideal for testing packaging
design, website design, commercials, and all forms of print
advertisements. VERT is also an excellent method
for assessing logo health in terms of emotional engagement and
brand image.
Our
VERT research professionals are passionate about
our technology and bring a blend of several decades of experience
in consumer product goods, entertainment, behavioral psychology,
sensory science, and statistics to the art of interpreting consumer
attitudes and behaviors.
Please visit the VERTual Insights and VERTual Tools
sections to learn more about our product offerings, methodology
and unique measurements.
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