How do I read an Ameritest ®Flow of Attention® graph?
A.32 Think of an Ameritest ®Flow Graph as a graphical user interface for your research data. It is designed to help you intuitively see how the audience is responding to your commercial as a piece of film. The pictures in the graph, which are taken from the commercial, are arranged on the graph in the order in which they actually occur in the commercial. The height of each picture, measured from the top of the picture, represents the percentage of respondents who remember seeing that image in the commercial. Across all the television commercial tests Ameritest® has done we have found that, on average, respondents typically remember about two out of three images in the commercial. Hence, the variability in the height of different pictures on the graph actually shows the process of selective perception in action as the intelligent eye of the viewer actively sorts through the visual information present in the commercial.
