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Guest Message by DevFuse

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Galvanic skin responses and eye tracking while "skipping" and "FF"


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6 replies to this topic

#1 OFFLINE   phrelin

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Posted 18 August 2009 - 04:53 PM

So I'm reading an interview of Horst Stipp, the Senior VP - Strategic Insights & Innovation for NBCU when I read this paragraph:

We did, at the time, a very innovative study on galvanic skin responses and eye tracking measures to establish that, when people see commercials, they time shift and fast-forward. They still get a lot of information, even though they are watching in fast-forward, because they are very much focused on the screen, and apparently the brain is ‘hard wired’ to make sense out of what is in front of you, even in fast forward. So that was an interesting new methodology.

Hmmmm........:sure:

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#2 OFFLINE   BattleScott

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Posted 18 August 2009 - 05:39 PM

you only "think" you're ff'ing thru the commercials...

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#3 OFFLINE   rudeney

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Posted 18 August 2009 - 09:17 PM

No, I don't think I'm FF'ing, because I'm 30SKIPing! :)

#4 OFFLINE   trainman

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Posted 19 August 2009 - 09:35 AM

We did, at the time, a very innovative study on galvanic skin responses and eye tracking measures to establish that, when people see commercials, they time shift and fast-forward. They still get a lot of information, even though they are watching in fast-forward, because they are very much focused on the screen, and apparently the brain is ‘hard wired’ to make sense out of what is in front of you, even in fast forward. So that was an interesting new methodology.


I think Universal is one of the movie studios that now, on the TV ads for their movies, keeps the title of the movie and the opening date at the top of the screen through the entire thing. That's certainly one way to keep the information in front of the viewer even in fast-forward mode, and I wonder if it's an idea that came out of this research.
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#5 OFFLINE   Lee L

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Posted 19 August 2009 - 10:23 AM

We FF on commercials and if there is something that looks interesting or a product we are interested in, we have no problem dropping out to watch.


DirecTV, please don't make me have to go back to watching March Madness in standard Def! Oh, and the usual begging for AMC and BBC America. You are so close to actually being the HD Leader.

#6 OFFLINE   BattleScott

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Posted 19 August 2009 - 10:33 AM

I noticed a really good trick last night when we were ff'ing through AGT. An Orville Redenbacher add used video of the show as the backdrop to their add. So instictively I pressed play when I saw the video start up. When I came out of FFWD I heard the message "We invite you to enjoy a great big bowl of Orville Redenbacher popcorn while you sit back and watch America's Got Talent..." or something tho that effect. Very clever...
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#7 OFFLINE   TomH

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Posted 19 August 2009 - 08:38 PM

As long as they believe commercials are still working they won't try to do anything about preventing FF or skipping. I maybe see the first couple of seconds of the first commercial or the last few seconds of the last one. I hit the skip forward button about 6 times and the 10s skip back once to get to the show. I can say I see nothing in between. If they think I'm getting anythiing out of it then that's fine with me.




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