automatic
point of
data capture
sale
once the information is collected by
the reader it can be downloaded onto
Tony Jephcott: “[The application’s] real
strength is for marketeers, who can
a flash drive for analysis.
use this technology in research studies
and focus groups to help determine
how target audiences respond to
content and layout of magazines.”
Reader response assessment
Initial testing and implementations of
the Insight magazine reader have use this technology in research studies
shown that the data collected can be and focus groups to help determine
used to assess a reader’s response how target audiences respond to
PRODUCT NEWS
to particular pages within a magazine; content and layout of magazines. This
in particular, the advert or editorial’s can help to identify most read page
attractiveness and effectiveness in positions, popular ad designs and
gaining a reader’s attention, how often interesting content.”
a particular article or section of a
magazine is viewed by readers. The
information collected can also be Award-winning idea
used to determine the effectiveness In Germany, the Insight reader is
of different formats in attracting already being used by Focus
readers to a page. been reading that page for,” said magazine to obtain accurate market
Jephcott. “But no one is actually going research data on how participants
“All of this is possible because as to use the Insight for every magazine actually read magazines. Its
each tag is detected the magazine they read, are they? Although it could successful roll out has now enabled
reader records a date and time stamp be argued that the application has a the company to win the prestigious
and user ID which gives an accurate limited commercial use, its real ‘Most Innovative Use of RFID’ award
indication of how long the reader has strength is for marketeers, who can from RFID Journal. ●
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IT RESELLER – JUNE 2009 27
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