Interpreting MindProber’s behavioral heatmaps
Bárbara Silva | November 13, 2018
After dissecting the timeline results from our recent Moto GP Study, let’s explore a new technology we are working on, striving to bring our clients new and better approaches to explore their content.
This was the first live test of our new behavioral heatmap tool, a simple yet powerful feature that can highlight the most relevant points within a frame or image. Contrary to regular eye-tracking technologies, we request our participants to pinpoint the most relevant details within a picture (previously selected by the client from the available video frames) – effectively disentangling what’s positively or negatively driving the overall impact.
With MindProber’s behavioral heatmaps we verified
1. The leaderboard on the side constantly pops up across frames as a detail that the participants enjoy seeing;
2. It was clear across different moments that the visible billboards had different performances – some were picked up by our audience (image 2) while others were ignored or negatively assessed (image 3);
3. More than just the leaderboard, Moto GP’s distinguishable characteristic of having information overlays regarding speed also came up as capturing our audience’s interest.
By carefully analyzing different frames and combining this information with the biometric and declarative timelines, we can actually go deeper into the insights we can offer from the content – providing useful information both for content producers\editors and advertisers.
As a tool, MindProber heatmaps are a complement to our timeline report, giving another layer to our traditional questionnaires. As a quick example, after identifying the most impactful moments from the timelines, we can actually see those moments popping up in the open-ended questionnaires and quantitative questionnaire:
a) Velocity, emotion, adrenaline are the three words most associated with Moto GP races (as confirms the open question responses). Testers reported preferring the close angels, such as front view and back view, which matches to the high arousal moments at the timeline.
b) A quick content analysis allows us to confirm our previous findings – the most common themes revolved around how thrilling the race was, and how engaging the constant fighting for the first place and the last lap was.
The edition options are multiples, the point is to know what choices you should make!
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