Recently, a team of PCCC academics undertook a project for Exterion Media Ltd., in collaboration with COG research. The purpose of the study was to understand more comprehensively, how commuters make use of advertising on the underground.
The study involved undertaking 100 accompanied commutes with participants wearing eye tracking glasses and skin conductance receptors. Half of the sample were then interviewed afterwards, asking to comment on their eye tracking footage. We learned that commuters engage with advertising more proactively than in other environments, given the captive nature of the commute. This leads to high levels of cognitive processing and has implications for creative development.
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