Especially in the creation phase of an advertisement, it is very important that the microdynamics be correct, that elements be placed in the right place, at the right moment to achieve the desired effect.
Depending on the format and genre, TV programs have elements that are crucial to success. Whether the tension in narrative elements works well, and whether moderation sequences, contribution content, tempo or equipment are well received, can be tested for positive or negative effects. In addition, it quickly becomes apparent at which points fatigue occurs or which elements are simply rejected.
RTR measurement has a long tradition in political debate research. Especially with live broadcasts of TV duels it can be exciting to watch live votes of the audience and to see which candidate is currently being favored by the audience, who fares well or less well overall, which arguments are used, which discussion style is favored – All these are exemplary questions in debate research. This usually is the domain of politicians, communicators and linguists as well as policy advisers who normally review losses, persuasion, authenticity, sympathy, etc.
Speeches in front of a large audience with a broad reach and importance for speakers and audiences are usually practiced before the public appearance and judged by specialists. With RTR, weak points of content or performant kind can be uncovered and can help with the optimization of the speech and the total appearance . This is particularly interesting for PR consultants, rhetoric coaches and many other consultants who are intent on the specific effect of a performance. There is a tool at hand, with which one can assess the quality of posture, pronunciation, facial expressions, rhetoric, etc. in a very targeted and detailed manner.
Performances that want to produce very specific effects through professional staging can be checked for the effectiveness of such effects. In addition to the quality of individual Acts, the relative effect, ie the effect compared to several elements, can be revealed, as well as the effect due to placement at a specific location.
RTR fully exploits its strengths in the assessment of audio material. For example, evaluations of musical elements can only be queried using conventional survey methods in the overall assessment. The assessment of detail elements is easily lost because the often very short sequences are easily forgotten or cannot be verbalized very well. Proven evaluation criteria are popularity, well-being, cheerfulness/sadness. For spoken content – e.g. Radio contributions, audiobooks, radio plays – measures of judgment such as popularity, interest, excitement, power of conviction, and naturalness are offered.
Video tutorials – for example, manuals for technical devices or software programs – have to be one thing above all else: simple and understandable. RTR makes it easy to trace at what stage users lose interest, and can no longer follow the instruction. RTR testing during the production process can also help to optimize the presentation.
In addition to the various fields of application of the RTR measurement, there are also various modes for collecting the data and displaying the results. Whether online, mobile, time-delayed or live – a variety of experimental arrangements can be realized.