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New Image Patent for Harris
Harris Interactive has been awarded a patent for its Rapid Exposure system, which controls the length of time survey respondents can view an image online.
While images are normally viewed for a quarter of a second or longer, depending on the specific application, the new technique enables the exposure length to be calibrated to within 1/100th of a second, regardless of Internet connection speed and browser type.
Rapid Exposure flashes images to respondents to determine 'package impact' - which packages are memorable - and 'package findability' - which packages are most easily located. The system can be used to create a rapid exposure simulation to help identify whether consumers notice subtle changes in a product or package in standalone situations. It can also be employed for ad copy testing to assess which elements in print, outdoor or online ads are processed during varying time intervals.
Peter Gold, SVP for the Products Solution Group explained: 'The system allows us to eliminate biases that might be introduced if forced to use only respondents with high-speed Internet access or among only those who might have Flash or Java enabled on their machines.'
Harris Interactive is on the Web at www.harrisinteractive.com.
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