POL01 · Political Marketing
Spot Tester
Which spot captures more attention, generates a stronger observed emotional response, and gives the campaign message more impact?
Research protocolSpot Tester
Which spot captures more attention, generates a stronger observed emotional response, and gives the campaign message more impact?
Political MarketingOnline Eye TrackingOnline FaceCodingEye Tracking BarPoliticalSpot
FIELDPolitical Marketing
EXECUTIONOnline or in-person execution
TECHNOLOGY PATHOnline Eye Tracking · Online FaceCoding · Eye Tracking Bar · FaceReader Desktop
STUDY CODEPOL01
The research question
Which spot captures more attention, generates a stronger observed emotional response, and gives the campaign message more impact?
Spot Tester evaluates alternative political audiovisual pieces scene by scene, combining visual-attention and facial-expression measurement to show what is seen, when attention rises or falls, and how observable emotional response changes across the content. Results are descriptive and are not used to predict voting behavior or target individuals.
OnlineControlled in-person desktop evaluation
Technology configuration
Measurement follows the task
The technology path shown here is the approved structure for this service. The exact protocol is configured around the research question, environment and participant flow.
Typical protocol · Political Marketing
How this study is executed.
The protocol below reflects the service definition developed for Neuro Garage. Final details are confirmed before execution.
Define the spot versions, scenes and critical visual / message elements to be evaluated.
Expose the target sample through the approved online or laboratory protocol.
Synchronize visual attention with facially expressed emotional response across the complete spot timeline.
Identify attention peaks, attention loss, emotional-response peaks / drops, candidate visibility, message visibility and overlooked elements.
Report the observed differences between versions without converting the results into voter targeting or electoral prediction.
Typical outputs
What this specific study can produce
01Attention Timeline
02Emotion Timeline
03Heatmaps
04Gaze Plots
05Time to First Fixation
06Candidate Visibility
07Slogan Visibility
08Message Visibility
09CTA Visibility
10Blind Spots
11Emotional Peaks
12Emotional Drops
13Scene-by-Scene Performance
14Version Comparison
Decisions supported
What the client can change with the evidence
The study is designed to translate observed behavior into concrete operational, people, design or risk-management decisions.
Industry references / comparable applications
Who has used comparable research approaches?
Publicly documented examples from companies and institutions worldwide. These organizations are not presented as Neuro Garage clients, and the examples do not imply they purchased this exact Neuro Garage protocol.
01
OA
Operate A/SPublic precedent
Copenhagen PR bureau evaluated election posters with eye tracking, facial-expression analysis and GSR.
View public source ↗02G
GooglePublic precedent
Publicly documented advertising-attention research using eye tracking; comparable methodology for creative testing, though not a political campaign study.
View public source ↗03M/
Meta / FacebookPublic precedent
Publicly documented TV-advertising eye-tracking research; comparable ad-attention methodology, not evidence of a political-campaign engagement.
View public source ↗Scientific configuration
The method follows the question
Technology is selected because it is scientifically appropriate for the research objective, not because a device must be used. Santiago configures the study scope, stimuli, participant flow and measurement path before execution.
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