Picture Sorts®

The Picture Sorts are used to deconstruct the audience's visual experience of a television commercial. This research tool is used to diagnose different strengths and weaknesses of the commercial via Flow of Attention, Flow of Emotion, Branding Moments, and Flow of Meaning. This tool set complements the Copy Sorts when deconstructing the audience's experience of a television commercial.

Flow of Attention®

The Flow of Attention graph(s) plots the audience's level of attention, moment-by-moment, through a commercial. This technique deconstructs the cognitive processes of the audience’s selective perception filter.

Flow of Emotion®

The Flow of Emotion graph plots the audience's level and type of emotional response, moment-by-moment, through a commercial. This technique deconstructs the dramatic structure of a commercial in terms of emotional response to the advertisement rather than the rational response to the messaging.

Branding Moments™

A Branding Moment is the point at which the emotional and logical sides of a consumer's brain simultaneously engage while watching a commercial is believed to create a long-term perception of a brand, as seen when plotting Flow of Emotion research results against Flow of Attention results.

Flow of Meaning™

The Flow of Meaning plots the audience's interpretation of images as they relate to possible meanings for those images. These meanings can further be used to classify images into four categories, Knowledge, Emotion, Action, and Brand Identity. The first three of those categories are analogous to the three memory systems: Semantic, Episodic, and Procedural, respectively. See example below.