Methods
Goldmedia specailises in empirical market research, opinion and usability research.
Empirical Market and Opinion Research
Market research and opinion polling are the basis of understanding markets.
- What do my clients think?
- What do my partners want?
- How high is the willingness to pay for a service?
- Which preferences exist for using a product?
From designing questionnaire forms to their professional assessment, from telephone interviews to focus groups, Goldmedia uses all instruments of classic market research.
Usability Research
Eyes don't lie. Pupils reflect our reception and acquisition of information and emotions. They react involuntarily to mental stimuli: they increase or decrease in diameter, even when we try to hide our reaction.
The human pupil not only reacts to changes in the intensity and incidence of light, but also directly responds to changes in cognitive action and emotional activation. A unique new method of Usability Research detects media users' subconscious reactions.
Goldmedia uses a unique infra-red-based video remote eye-tracking system to record eye movements. A small camera is fixed to the screen – the test person is not "wired" (which means there is low intrusion). Because of a very natural setting, data are highly reliable.
Fields of application are:
- Spot Tests and Copytests: which parts of an advertisement/commercial are regarded and how?
- Internet Usability Testing: Biometric treatments provide researchers with exact and detailed answers for questions that could not be answered adequately with classic methods such as interviews.
Pupillometrics: The human pupil not only reacts to changes in light, but also to changes of cognitive action, especially emotional activation. That is to say, the viewer's interest or involvement can be ascertained by measuring the movements of the pupil.
The new Mental-Workload-Analyser (MWA) was developed by the Media Research Department of Berlin's "Freie Universität" in cooperation with Goldmedia. It can measure how far certain stimuli increase or decrease emotional and mental activity. The Mental-Workload-Analyser can give a valid account of the method of information processing, the degree of attention and the emotional effect of media stimuli. In connection with eye-tracking, the viewing direction can also be measured.
- The MWA is useful for everybody who is interested in media influence, such as advertisers, media agencies, TV and movie production companies and the print and web industries.
- When biometric data is combined with psychometric data and information from interviews (multilayer analyses), detailed knowledge on the real effect of movies, advertisements, commercials, poster or web pages can be retrieved.
Further information
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Contact
Please contact
Dr. Florian Kerkau
Goldmedia Custom Research GmbH
Ph.: +49-30-246 266-0
Fax: +49-30-246 266-66