Methodology
Lumen recruited 300 nationally representative respondents from the UK aged 18+ and placed them into one of two monadic groups. They accessed Lumen software via their computer, turning their device into an eye tracking camera.
The test groups were either exposed to a Turtl Doc or webpage and were prompted to browse and read through them. During this stage, respondents had their eye movements tracked whilst Lumen collected additional viewability and attention data.
After exposure, all groups were asked a series of questions relating to, but not limited to, message recall, brand choice, action intent, brand perceptions, and creative perceptions.
