Turtl partnered with Lumen Research to conduct this study. Lumen designed an A/B test in which a particular content piece from Nestlé was presented in PDF (variant A) to one group and in a Turtl Doc (variant B) to another.
Lumen recruited 300 nationally representative UK respondents (n=150 per cell) on desktop devices. They accessed Lumen software via their computer, turning their desktop devices into an eye-tracking camera, and were then exposed to the content to obtain “as live” engagement data.
After exposure, respondents were asked a short recall and perceptions questionnaire.