Walnut Launches 'adMIRE' Comms Testing Approach

UK-based Walnut Unlimited have launched adMIRE, a new comms, media and ad testing approach using a single bespoke online survey and combining facial coding, implicit reaction time testing and explicit measurement.

The company currently known as Walnut Unlimited is part of marcoms network the Unlimited Group, which in 2017 combined four of its existing insight businesses - one of them already bearing the name. Walnut focuses on what it calls 'human understanding', with a strong element of neuroscience in its offer, and two months ago launched a new product testing approach called TrueLiking.

The new adMIRE tool probes beyond stated responses to comms, measuring respondents' facial expressions to capture moment-by-moment emotional understanding of an ad's performance. In combination with implicit reaction time testing, this helps assess an ad's potential to convey desired values; while explicit measures check its delivery of key messages and brand fit.

adMIRE promises to be 'easy to use and agile' while delivering 'unique' metrics for cognitive attention, ad distinctiveness and brand visibility, via a 6-star success rating starting from just one week.

Research Director and Neuroscience Lead Michal Matukin (pictured) says the new tool 'provides robust insights and deliverables in a new and highly actionable way across all comms, including TV and digital materials'.

Web site: www.walnutunlimited.com .