The MI uses the opportunities provided by apparative (technological) market research as a way of supplementing classic data-gathering methods. We currently offer the following apparative test procedures:
| | MIOS |  | |
Monheimer Institut Online Scoring
The MIOS test procedure that the MI has developed offers the opportunity to use apparative technology to rate radio and TV programmes, commercials, videos, cinema and business films, or music. Respondents use a handheld device to rate their audiovisual perception in real time. While receiving a commercial or radio programme they rate how much they like what they're currently watching and/or listening to; green, yellow, and red lights indicate how the source is being assessed. The results are transferred every second to a PC and shown as curves on a graph. The MIOS assessment graphs provide a variety of information about the dramatic structure of the audiovisual stimuli under investigation and how people perceive what's happening.
The MI combines the MIOS procedure with the MIPS method and accompanying explorative surveys ("3-in-1 methodology"). The results of this test method are, amongst other things, made available to our clients as DVD recordings.
| | Demovideo | | |
Red = Rating (MIOS) Green = Physiological screening (MIPS)
For start, click into the video.
| | MIPS | | |
Monheimer Institut Physiological Screening
Developed by the MI, the MIPS test procedure measures people's physical arousal while receiving audiovisual stimuli such as TV and radio programmes, commercials, films, or music. Participants have electrodes attached to two fingers; these electrodes measure changes in sweat production and thus offer pointers as to whether the respondent is emotionally aroused.
The MI combines the MIPS method with MIOS and accompanying explorative surveys ("3-in-1 methodology"). The results of this test method are, amongst other things, made available to our clients as DVD recordings.
| | Demovideo | | |
Red = Rating (MIOS) Green = Physiological screening (MIPS)
For start, click into the video.
| | MIPA | | |
Monheimer Institut Poster Analysis
Posters are usually noticed only very fleetingly, and must be in a position to convey their message in less than two seconds. People have only very limited ability to process information when driving or walking past. The messages must therefore be succinct and easy to understand. Posters must communicate successfully in these brief perception times so that the recipient can identify the product that's being advertised and an interest in purchase can be triggered.
The MIPA test measures the performance of posters and adverts in brief reception times. The designs under investigation are shown for 0.05 to 2 seconds within the environment of other designs. After they've been shown, we establish whether the respondent was able to recognise the brand, product, and message on the basis of the design. The results of the MIPA test are assessed using empirical values (benchmarking).
The MIPA test has been used with over 100 poster and advert designs from a very wide variety of products and services.
Thanks to a combination of these methods and classic data-gathering procedures we're able to process market research questions in a more profound and detailed manner. MIOS and MIPS are suitable for investigating the impact of radio/TV commercials or programmes and how people perceive what's happening in them, while MIPA measures the performance of print ads and posters.
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