Moment-to-Moment questions capture participants' varying, real-time reactions in response to continuous stimuli. As participants view the material, they constantly adjust the dial. The system frequently polls the dials, typically once per second, and stores the results synchronized with the timeline of the visual information.
Moment-to-Moment is most often used to test:
- Television ads
- TV pilots
- Live presentations
- Other video or audio programs
The Perception Analyzer collects data and plots as a multi-line-graph. The software can also super-impose the graph over the test material. This creates an overlay and synchronizes participants' feedback to the stimuli for a revealing look at its impact, moment-to-moment. Data points for each dial during each second of the test may also be exported for further analysis and replotting using different subsets or criteria.
You have several options for viewing the data. You can show:
- The total sample as a moving white line
- Multiple subsets as moving color-coded lines
- The total, running cumulative mean
- Moment-to-Moment means for the total and the subsets
- A histogram of how the dial ratings are distributed throughout the test