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We have developed a program complex for commercials’ testing named “CARMA” (уomputer Aided Response Measurement and Analysis).
- CARMA is
- a graphic representation of attention dynamics while watching a video
- a clear representation of individual reactions during a group discussion
- immediate stop action feature for reaction analysis
- a stimulation tool for respondents to motivate and defend their assessments
- a stimulation tool for group dynamics
- rapid interviewing during group discussions
- up-to-date Windows interface.
Example of CARMA use
Levi’s TV commercial
We conducted 8 focus groups with Levi’s target audience in Moscow, Novosibirsk and Rostov-Na-Donu. 4 focus groups in Moscow were conducted using CARMA.
One of the main research objectives was testing three new Levi’s commercials: “Lavatory”, “Escape” and “Mermaids”.
Electronic testing of emotional reactions shows that the “Lavatory” commercial keeps the audience’s attention throughout its demonstration. 15-16-year-olds consider its final part not dynamic enough. The most striking shots of the commercial are the following: "the black man’s fingers playing with the stick ", “close-up — zipping up jeans”, “flush sound”, "smile of the black man, who proved to be not blind ". On the whole, the commercial is characterized by a general increase of emotional interest as the plot is developed.
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