Sampling 300+ US teens and adults, all of whom enjoy horror and/or supernatural content, we tested the two opening sequences of 30 Coins (below) to uncover which was more compelling to viewers, why, and what kind of first impression each made.
As participants watched, they could click on the screen to give targeted in-the-moment feedback in the form of comments and ratings.
We also embedded questions at precise points throughout the clips, to get time-targeted feedback. This allowed us to monitor changes in levels of interest as each scene progressed.
Finally, we followed up with a brief survey to get a better sense of the general impression our two test scenes left.