5. 2. The Study
Study Objective
Evaluation of shifts in recall values using double scroller ML
with different holding times
6. Study Design
2. The Study
Recognition test with 463 test persons in Essen
Test persons have been recruited in two shopping center with
the explanation they should do a car testing
Driving time: 20 minutes
Passing the ML after 10 minutes drive time
7. Study Design
2. The Study
5 test locations
Static poster, scroller with 5 sec. holding time, scroller with 7
sec. holding time
4 different motifs have been presented to the test persons
after the test drive (thereof 2 dummy motifs)
8. Gender: male: 51%
female: 49%
2. The Study
Demographics of the test persons
Age: 18-24 years: 31%
25-40 years 36%
41-75 years 33%
Proportion driver / co-driver: 51% / 49%
9. 2. The Study
Results
Test persons: 74
Motif identified: 9
Quote: 12,2%
Test group 1
static poster
motif A
Test group 2
static poster
motif B
Test group 1+2
static poster
combined
Test persons: 77
Motif identified: 11
Quote: 14,3%
Test persons: 151
Motif identified: 20
Quote: 13,2%
10. Test group 3
Scroller with 5 sec. holding time
Test group 4
Scroller with 7sec. holding time
Test persons: 162
One Motif identified: 29
Two Motifs identified 12
Total: 41
Quote: 25,3%
Test persons: 150
One Motif identified: 26
Two Motifs identified 8
Total: 34
Quote: 22,7%
2. The Study
Results
11. Scroller with 5 sec. holding time
25,3% / 13,2% =1,92
Scroller with 7 sec. holding time
22,7% / 13,2% =1,72
2. The Study
Determined Correction Factors
12. 2. The Study
Correction Factors per Motif
5 sec. holding time
Correction factor / number of Motifs = 1,92/2 = 0,96
7 sec. holding time
Correction factor / number of Motifs = 1,72/2 = 0,86
13. • Increased recall of 92% by a double scroller with 5 sec. holding time
and of 72% by 7 sec. holding time compared to a static poster
• Increased attention by scroller mechanism with 2 motifs and 5 sec.
holding time (each motif has 96% of the performance of a static poster)
• Looking at the double scroller with a holding time of 5 sec./motif the
attention drawing scroller mechanism almost compensated the lower
holding time compared with a static poster
2. The Study
Conclusions
