Measuring the Effectiveness of Viral Videos

Now you can measure the emotion, believability, and interest, as well as other key measures regarding the impact of your viral video.

A leader in web-based, quantitative communications research, we began using our web-driven tools in 1996 to conduct studies for pharmaceutical and other health care companies. Since then, we have performed ad testing for clients in the publishing, financial, food and beverage, politics and entertainment industries. 

With access to multiple physician and consumer databases, we recruit and obtain representative samples for all market segments. And unlike traditional research methods, our technology can be used with respondents located virtually anywhere in the world to provide powerful insights into why a video does or doesn’t work.

As respondents watch the video on their computer, they indicate levels of believability and interest by moving their mouse from left to right on a continuum. Their responses are recorded in quarter-second intervals, and the mean of all responses is reported in the form of curves, which indicate levels of believability and interest for different market segments.  We also identify high and low points on the curves for each responder, and obtain verbatim responses which explain why they liked or disliked certain segments of the video.

Using a validated research methodology, we obtain valuable data about the emotional impact of the viral video -- an area that is rarely measured by other research firms. The Ayer Emotion Battery allows us to capture the feelings of participants as they view the video.

During the testing process, respondents are also asked a battery of pre- and post-viewing questions, which are compared to determine if their attitudes changed as a result of watching the video.  With an unbranded video, you can measure heightened awareness, moved to take action, and most importantly, the pass along quality of the video.

In addition to testing viral videos, we also test and measure the effectiveness of blogs and widgets. 

For more information on our testing services, contact Marcella Inserra at 908-483-9133 or by email at Marcella.Inserra@hcdi.net