This is a type of test designed to evaluate how a product, an advertisement, or a commercial impacts users.
It consists of monitoring:

The test measures and evaluates various parameters through a fruitful integration of different methodologies, with the aim of capturing as completely as possible the user’s perception and experience, and evaluating its positive aspects and critical points.

Creative ideas can be “measured” at every stage of their life cycle. Early analysis can be carried out on mockups, animatics, rubamatics, storyboards, interactive/non-interactive simulations… on any preliminary version of the final artifact.
The fine-tuning process and operational insights allow for maximizing the impact of creativity and correcting elements of weakness or inconsistency with communication objectives.

To analyze the influence that emotional and attentional processes have on consumer reactions and behavior, we at SR Labs propose 4 direct measurement methodologies.